: 45-56
State Tax University
State Tax University

The article considers the potential of media hype in the context of its implementation by mass communication practice in relation to the expectations and peculiarities of the audience’s perception. The theoretical basis of self-project identification of young people on digital platforms using hype technologies is understood, practices and models of implementation of strategies for mass distribution of mainstream content are analyzed; conducted a sociological study in the form of an electronic survey on the platform "Google Forms", characterized the attitude of Internet users to the distribution of popular viral content online, identifying the main components of promising easily perceptible content and grading it by level of interest. The perception of Internet users in the field of culture as the most fruitful platform for the reproduction of hype messages has been established. Social networks have been identified as the most receptive platform for “viral” content, with TikTok and Instagram being the most popular among young people. Most respondents see such content, but respond and distribute it selectively periodically. In terms of quantifying and ranking the level of support of the audience by reactions, likes, comments, distributions and other ways of showing commitment and multi-vector evaluation of content, the interaction occurs in all respondents, but at least once a week

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