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Zankovskiy A.N., Nartsissova S.Yu. Discourse in Virtual Dialogue: Motivational and Role Determinants

Published in journal "Psychology and Psychotechnics", 2015-6 in rubric "Crowd psychology", pages 560-569.

Resume: The article touches upon motivational and role determinants of a virtual discourse, general features and types of such a discourse. The authors describe the following features of a virtual discourse: cultural conditionality, communicative nature, frequent returning to the point at issue, original slang, interactivity and tolerance of a discourse. It is noticed that development of vertical and horizontal social communications among members of virtual communities partly promotes formation of noncommercial sector in structure of the modern state and, on occasion, can influence socially significant events in the life of society. The research methodology consists of the information-semiotic approach considering public interaction as the world of the social information being accumulated and kept by means of signs created by people; Abraham Maslow's hierarchy of needs, theories of social action of Jurgen Habermas and the concept social practices offered by Bourdieu. As a result of the carried out research, the authors conclude that the motivational potential of a virtual discourse is presented by motives and needs including psychological release, self-actualization and professional growth, satisfaction of the need for safety and anonymity, recognition and respect, and others. The discourse in the virtual subculture bears the impress of the socio-cultural space and provides for the performance of some functions, in particular, information function and development of the social image. The role determinants of a virtual discourse include rating assessment, hierarchy of users and structural constructs forming a pyramid of ranks  on the basis of assessed levels of activity of users. Considering the number of comments or the volume of the created content, users are assigned ranks that raise their status and encourage their activity. 

Keywords: status of the user, cyberspace, Internet communities, virtual environment, discourse, motivation, needs, role determinants, rating of the user, network dialogue

DOI: 10.7256/2070-8955.2015.6.15501

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