Abstract: This article comprehensively explores and analyzes the main reasons for the emergence of a clearly emerging imbalance between the emotional and rational components of the communicative space of modern mass discourse, as well as the imitation role of the emotions of a participant in modern discursive practices, which, in essence, are designed to compensate for his lack of opportunities, methods and channels to summarize the information received. Particular attention is paid to the analysis of such situations of manipulation of emotions at the individual or mass level within the framework of modern mass discourse, which are on the verge of complying with the law, or even go beyond this line. In conclusion, the interrelated phenomena of insincere discourse and the crisis of reference are considered, the correlation between which is assessed as one of the most significant and weighty confirmations of the prevalence and frequency of the use of processes of forced emotionalization of a number of discursive practices.
In the vast majority of discursive practices, the emotions of the object of information today play the role of masks, screens, curtains, decorations, against which there is an imitation of a reference that is actually absent.
In modern mass discourse, all information without notes is rarely conveyed to the audience, while facts are replaced by interpretations or turn out to be staged events.
The main reason for the emotionalization of mass discourse is allegedly following the ideas, expectations and emotions of the mass audience – information is presented in such a way that everyone sees, hears, reads what they themselves would like to see, hear, read.
The crisis of reference within mass discourse has an artificial and deliberately provoked character.
The crisis of reference imposed on society by the main moderators of mass discourse deforms the semantic, syntactic and pragmatic norms of natural language, which makes it possible to manipulate both the meanings of words and syntaxes themselves, and their mass perception.

Abstract: The article examines the features that characterize media culture in recent decades: emotionality, anonymity, the need for "detente" and compassion. It is proved that the mechanisms of the media environment determine the popularization and dramatization of the information flow. Using the example of the role of hayter, it is shown how the conflict between taboo emotion and the need to speak out leads to socially disapproved behavior; the role of the troll is also actualized in a socio-psychological context. The article considers the emotionality of modern media culture as its integral component. Its products are a large number of neologisms–memes related to emotions, degrading forums and the fight against offensive content from corporations. Anonymity is considered as a possible reason for the decrease in empathy, dehumanization and deindividualization of the user. It is the popularity of this opportunity in the last decade that allows us to talk about a new social demand for security and freedom of expression; the reverse side of the latter is harassment, offensive statements and victims of Internet hatred among marginalized groups of the population. Using Ten van Dyck's discursive analysis of the mass media, we show that a low threshold for entering the media space does not guarantee the undermining of the status quo at all: on the contrary, the low importance of the cognitive element popularizes rumors and conspiracy theories, often confirming arguments of intolerance and xenophobia.

Abstract: This article analyzes and explores the historical sociogenesis of replacing the former disciplinary socialization with hedonistic personalization within the cultural space of modern society – its causes, implementation mechanisms and consequences, which also include the emergence of the cult of pleasure. Particular attention is paid to the study of the emotional aspects and mechanisms of influence of the culture of hedonism on the common cultural space, attempts are being made to force its emotionalization and restructuring. In the conclusions of the study, the reasons for the emergence of the phenomena of emotional utilitarianism and the consumerization of emotions, their transformation into an object of exchange relations, into a commodity that can be sold along with anything material, are noted related to these trends. In conclusion, the pathopsychology of excessive emotional manifestations, which causes the emergence of a state of pathological anhedonia, is analyzed, particular manifestations of this phenomenon are considered, and a comprehensive assessment is given to them. Under the influence of Western culture, the axiology of Russian culture was subjected to a radical revision, during which hedonistic personalization began to actively displace disciplinary socialization.
The subculture of domestic "orthodox hedonists" has had and continues to have a very noticeable impact on the overall cultural situation. The main goal of the adherents of hedonism is to transform the entire emotional universe of modern society in such a way that emotions associated with pleasure and entertainment form its core, shifting everything else from the center to the periphery. The social causes of modern anhedonia are associated with an overabundance of strong and artificially stimulated emotions, to protect against which internal barrier mechanisms are activated in the human brain.