ІГРОВИЙ КОМПОНЕНТ ПОСТФОЛЬКЛОРУ В СЕРЕДОВИЩІ ІНТЕРНЕТ-КОМУНІКАЦІЇ
The game component of post-folklore in the environment of internet communications

Summary/Abstract: Purpose of Article. The main goal of the work is to research component of the game component of post-folklore, mediated Internet communication. Methodology. The research methodology consists of cultural, structural and semantic, comparative, analytical methods. The author uses them to study game component of the post-folklore products, which are circulating in the Internet space, and are defined by communicative practice of everyday life. Scientific Novelty. The scientific novelty of the work lies in the analysis and highlighting of the gaming principle of building of the post-folklore works in Internet network, which serves as a communicative channel of transmission of new meanings and values. Conclusions. The study has proved that in the modern informational society the important role is played by a game as a cultural phenomenon that is manifested in many areas of our life. The game principle of the understanding of culture is a characteristic of the Post-modern outlook, addressed to all cultural achievements, values and meanings. Media space, generated numerous communications, creates its own playing field, preserving and reproducing the current system of culture and values. Virtual Internet communication has unserious and gaming character. It gives people and communities opportunities to put in practice their creativity and game strategies. Its manifestation is the appearance of a single segment of internet creativity, which is informative and has typological characteristics, that refers to post-folklore. The post-folklore of the Internet, generated by communicative practices, updates linguistic-visual methods of communication and expands the space of the game. The post-folklore Internet works are based on common cultural sense as well as individual experience and creativity. Due to the game component they find new potential recipients in the communication process, creating the possibility of sharing the values, different angles of perception of events and phenomena of reality. In such environment, the decoding connotations and cultural context helps people in their further creativity and communication activities, forming a specific cultural space of meanings and values, which is objectified by the constant updating of information in the media space.

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