HYPE AS A NEW COMMUNICATION TREND
The article analyzes a new trend of the modern communication space, called as hype. The nature of this phenomenon is studied, the etymological features of the formation of the concept hype. Considers the main social precedents, that received the hype status in the media field (the appearance of Yu. Dud’ and his interview with V. Pozner, the rap-battle Oxxxymiron vs Dizaster, the balloting of K. Sobchak in the presidential election). Conclusions are drawn about the consequences resulting from the influence of hypes on individuals social practices.