The conflicting discourse of modern media microformats

DOI: http://doi.org/10.12795/Argumentos/2023.i26.01 Argumentos de Razón Técnica, n.º 26, 2023, pp. 13-33 THE CONFLICTING DISCOURSE OF MODERN MEDIA MICROFORMATS EL DISCURSO CONFLICTIVO DE LOS MICROFORMATOS MEDIÁTICOS MODERNOS ARTUR DYDROV South Ural State University, Rusia em[email protected] ANASTASIA GULETVATAYA South Ural State University, Rusia gulevataiaa[email protected] RECIBIDO: 03/03/2023 ACEPTADO: 25/04/2023 Abstract: This article conceptualizes the Internet microformats (memes, short stories, gifs, etc.) as reagents of events and, in particular, conflict situations. The authors argue that microforms also perform equally important functions of event interpretation and faking (actually creating an event). As an empirical base, the case with the popular Internet blogger Anatoly Shariy was analyzed. It is known that the blogger was arrested due to inciting international conflicts. Analytics of the time of publication of Internet content (primarily memes) allows us to formulate some theoretical provisions about microformats. Significant characteristics of microformats are a high speed of response to events and processes, as well as a short information life cycle. Summarizing the results of the analysis we can identify three main functions of microformats: microformats as reagents of events; as interpreters of events; as creators of events. The first function of destruction with the speed of microformat occurrence. The second function has a hermeneutic specialization. detection of microformats of external (secondary) meanings that can hide or transform factology. Finally, the third function is creative. Microformats act as carriers of creative intentions that arise from the creation of imaginary events. These characteristics significantly distinguish microformats from monumental cultural forms that have referential foundations, a historical and cultural background. With the semantic diffraction, ARTUR DYDROV - ANASTASIA GULETVATAYA Argumentos de Razón Técnica, n.º 26, 2023, pp. 13-33 14 conceptualized in the philosophy of structuralism and poststructuralism, memes and other microformats should be not only pedagogical tools to create interest in learning, but also a special, independent object for analysis and study in an educational setting. Keywords: Internet; microformats; memes; reagent; interpretation; faking; education Resumen: Este artículo conceptualiza los microformatos de Internet (memes, cuentos, gifs, etc.) como reactivos de eventos y, en particular, de situaciones de conflicto. Los autores argumentan que las microformas también realizan funciones igualmente importantes de interpretación y falsificación de eventos (realmente creando un evento). Como base empírica se analizó el caso del popular bloguero de Internet Anatoly Shariy. Se sabe que el bloguero fue arrestado por incitar a conflictos internacionales. La analítica del tiempo de publicación de contenidos en Internet (principalmente memes) nos permite formular algunas previsiones teóricas sobre los microformatos. Las características significativas de los microformatos son una alta velocidad de respuesta a eventos y procesos, así como un breve ciclo de vida de la información. Resumiendo los resultados del análisis podemos identificar tres funciones principales de los microformatos: los microformatos como reactivos de eventos; como intérpretes de los acontecimientos; como creadores de eventos. La primera función de destrucción con la velocidad de ocurrencia del microformato. La segunda función tiene una especialización hermenéutica. detección de microformatos de significados externos (secundarios) que pueden ocultar o transformar la factología. Finalmente, la tercera función es creativa. Los microformatos actúan como portadores de intenciones creativas que surgen de la creación de eventos imaginarios. Estas características distinguen significativamente a los microformatos de las formas culturales monumentales que tienen un fundamento referencial, un trasfondo histórico y cultural. Con la difracción semántica, conceptualizada en la filosofía del estructuralismo y postestructuralismo, los memes y otros microformatos deberían ser no solo herramientas pedagógicas para crear interés en el aprendizaje, sino también un objeto especial e independiente para el análisis y el estudio en un entorno educativo. Palabras clave: Internet; microformatos; memes; reactivo; interpretación; falsificación; educación THE CONFLICTING DISCOURSE OF MODERN MEDIA MICROFORMATS Argumentos de Razón Técnica, nº 26, 2023, pp. 13-33 15 Introduction The ontological and the related epistemological problematics of the one and the multiple is obviously not exclusively connected with the postmodernist mainstream, and had been tackled on a certain level long before the concepts of nomadology, intertextuality and diffraction emerged. In particular, the Italian philosopher P. Virno in «The Grammar of the Multitude» refers to the contrasting positions of Spinoza and Hobbes on socio-political problems and the corresponding demarcation of the concepts of people and multitude (Virno, 2013, p. 10-11). «People» is known to be a concept of national, territorial and ideological structure, providing a synthesizing unity: «Russian», «people of their country», «people and party are one», etc. P. Virno’s concept «multitudo», on the contrary, does not imply such unity and at the same time is not an intermediate form, it is literally and tautologically the existence of multiple as multiple. Demarcations in the cartography of multiplicity are conditioned by a pool of factors: confessional, political, economic, ideological, cultural, etc., within each of which, in turn, there are innumerable and weakly registerable segmentations. Multiplicity at the categorical level fixes potentially infinite differences of any order in all conventionally allocated spheres of social life. Of course, this state of affairs is also characteristic of culture with its inherent multiplicity of interpretations, intertextuality, and permanent growth of the world of ideas and things. Internet technologies and, in fact, the network itself have catalyzed processes of information explosion and diffraction (spontaneous, chaotic dissemination) that do not lend themselves to traditional growth («exponential», «logistical»). In the second half of the last century informational expansion was grasped by individual authors, Heidegger in the 50s («Gelassenheit»), Toffler and McLuhan in the 60s, etc. However, they were focused on ARTUR DYDROV - ANASTASIA GULETVATAYA Argumentos de Razón Técnica, n.º 26, 2023, pp. 13-33 16 «historical» media channels that lost monopoly. The web had the advantage of chaotic, virtually uncontrolled distribution, the limits of which were by no means constituted (in the twenty-first century this is obvious) by the globe. Recalling Heidegger’s assessment («today cognition of everything is available so quickly and so cheaply...» (Heidegger, 1991, pp. 102-111), it is possible to describe the cost of modern network information as dumping, or «supercheap». It is no coincidence that the massovization and domestication of the Internet has aroused the enthusiasm of many optimistic intellectuals: some believed that the network is the result of radical free-thinking and secession from the world of «weary giants of flesh and steel» (Barlow, 2004, p. 349), others saw in the network the conditions for a technological leap from capitalism to cybernetic communism (Barbrook, 2015). The network is a special topos, accommodating an actual and potential statistically uncovered multitude of data, connections, and relationships. The avant-garde of the information revolution, the marker of our time, is not only the permanent growth of information (not fixed in traditional terms), but also the intensification of the elementary binary connection of «request – response», compressed to a few seconds. Exceptional emphasis on this temporally insignificant connection can lead to an erroneous assessment of the technology impact on human cognitive functions (easy access to information causes dysfunction) and to a concomitant erroneous assessment of technology itself («degrading», «primitivizing» innovations). Having made the most elementary request, the user receives on the output thousands (often millions) content variations. An undefined part of the resulting information is duplicated, but this does not cancel the fact of encountering multiple. Of course, user reactions are well known (it is not our task to search for psychological determinants of these reactions), which influence the following behavioral strategies: to turn to the first page of a browser and copy THE CONFLICTING DISCOURSE OF MODERN MEDIA MICROFORMATS Argumentos de Razón Técnica, nº 26, 2023, pp. 13-33 17 the information from the title site (a problem of pedagogy, psychology, teaching and research) or to analyze the query results, sifting out irrelevant information. The first strategy does not require any significant cognitive effort, the second, on the contrary, requires a pool of skills: the user, speaking hermeneutically, must have «precognition» to perform at least elementary navigation and mapping of electronic resources. Returning to the Heideggerian evaluation, marked by the combination «fast and cheap», we note that it does not imply «easy». The second strategy (in fact, the only one claiming to be a strategy without quotation marks) really confronts the individual with multiplicity. The result of the first behavioral response omit multiple. Theoretical Framework and Methodology Theoretical framework and methodology of microformats research are inextricably linked to the discourses of structuralism and poststructuralism, which worked directly with language and various modes of expression (including performative). Internet microformats are characterized by semantic diffraction (R. Barthes) and an orientation to instant effects (affectation, emotionality), miniaturization (perception requires comparatively little effort, grasping at once). Conceptually, the trend was expressed by futurologists (Bestuzhev-Lada, 1990): in particular, M. Penn and K. Zalesne argued that the future is largely determined by «microtrends» (Penn, Zalesne, 2009). The fact is that once marginalized and sporadically emerging micro-formats over time have formed the mainstream, that is, they have actually turned into a cultural trend. The miniaturization and «spontaneity» of their emergence and the short life of many microformats is inextricably linked to their potential: orientation on instant impression, low barrier to entry, ARTUR DYDROV - ANASTASIA GULETVATAYA Argumentos de Razón Técnica, n.º 26, 2023, pp. 13-33 18 often functioning in the context of fake industry (M. Foucault, J. Baudrillard), functioning as an interpretative and openly simulative propaganda micro-mechanism. Of course, this characteristic is not attributive and appears in specific microforms interpreting political, international relations, etc. Content analysis, search query research, and semiotics methodology are adequate as tools for microformats in the context of the Internet environment. Research problems arise already at the stage of assembling and codifying material that is scattered on the web and occurs sporadically on a variety of platforms and sites. Working with the web is difficult without big data analytics, and without specific tools to collect and analyze user search queries. The most common and simplest of the tools are, for example, Google Trends and Yandex WordStat. The latter provides chronologically strictly limited data (from 2019-2020). In turn, Google Trends captures «full» statistics and ignores small values of user queries. Working with visual and textual material requires contextual knowledge, since microformat generally does not represent the context of the event. Results Strategies (psychological, cognitive, social, cultural) of thinking and behavior under conditions of permanent and hyperactive information growth have yet to be studied. Using P. Virno’s conceptual framework, it is obvious that knowledge of the «grammar» of multiplicity is on the agenda today among educational trends. In research discourse, «grammar» can carry a range of names, such as the popular «Internet skills» (Van Deursen, 2011; Hargittai, 2019; Miliou, 2021). In essence, research tactics are often reduced to the codification of a certain number of skills and is accompanied by a THE CONFLICTING DISCOURSE OF MODERN MEDIA MICROFORMATS Argumentos de Razón Técnica, nº 26, 2023, pp. 13-33 19 declaration of the importance and even necessity of putting this spectrum into practice in the education system. To illustrate the point, let us quote O. Miliou and C. Angeli: «... the use of these technologies [Internet technologies – hereinafter the author's note] is limited and may not cover sufficiently the knowledge and skills necessary for effective performance of Internet activities in higher education. In addition, [students'] exposure to digital devices and tools varies qualitatively. Consequently, higher education institutions need to close the skills gap» (Miliou, 2021, 1359). The latter point, despite its frequent reproduction in research texts, is not self-evident and needs to be argued for. An ontology of multiplicity is inextricably linked to a pluralism of forms and contents, formats and ideas. Again, in the discourse of network libertarians (Barlow) and even «cyber-communists» (Barbrook), cyberspace was positioned as a frontier domain, free from the hierarchies and structures of the «flesh-and-steel» world. In general terms, this meant that the network could encompass the entire possible spectrum of propositions, without any of the elements of the spectrum being forcibly annihilated. Today, at the end of the first quarter of the twenty-first century, we know that cyberspace is not an anarcho-libertarian topos, but is in fact a territory segmented into zones of discursive influence. Like a cybernetic «black box», cyberspace receives an event, indefinitely processes it, and produces an interpretive pool in which it is difficult (or even impossible) to see any regularities. Of course, the position of the person acting as a user is also in question. The uncertainty of the position is fundamentally due to the complexity of the relationship and link between the user and the network space: does the user connect to the processes taking place in the «black box» and, therefore, retain relative autonomy, or is he a «black box» element? There should not be a strict disjunction here, at least if we examine the problematics from different angles. In the old conceptual-anthropological optics, ARTUR DYDROV - ANASTASIA GULETVATAYA Argumentos de Razón Técnica, n.º 26, 2023, pp. 13-33 20 it is as if man remains multidimensional, eccentric, a special being, not reduced to any single dimension in principle (figuratively speaking, he is always «irrelevant»). In the context of the contemporary cultural situation, the network has become an attractor, absorbing the potencies and impulses of the individual. It is not only a matter of psychological «addiction» to the machine: from an objectivist perspective, the user is (by analogy with the Deleuze-Gwattari concept) a machine of opinions. The latter has been elevated to a cult by almost all democratic constitutions, declarations and legal instances. It is important to understand that opinion, an ambiguous phenomenon, for example, in the optics of Platonism, is positioned as one of the highest values in the semantic register of the individual. As a consequence the Web cannot be called a space of dialogue. This does not mean that dialogue is fundamentally impossible in a network: the very architecture of the network, with its endless junctions, intersections and transformations of texts, turns dialogue into a random, «spontaneous» event. The label «polylogue space» would also be questionable; «polyphony» seems appropriate, in this terminology structuralists and semiologists recorded textual multiplicity. In the context of conflict situations with cross-acting agents (political structures, social institutions, social movements, individuals) the trend of plurality of opinions has a twofold meaning. On the one hand, a wide range of ideas emerges, preventing the transition from totalization of any particular opinion (expansion of the sphere of influence) to totalitarism (monopoly of ideas and maintenance by punitive structures); on the other, «noise», i.e. the simultaneous functioning of various agents, significantly impedes any attempts to constructive dialogue. One cannot help thinking that silence (even forced silence) remains the only and, at the same time, a dubious way out. We assume that many members of the younger generation pass over conversations about large-scale conflicts not THE CONFLICTING DISCOURSE OF MODERN MEDIA MICROFORMATS Argumentos de Razón Técnica, nº 26, 2023, pp. 13-33 21 because they are not «interested» in the topic or because they do not accept political ideas or any state ideologies on a «genetic» level, but because the conditions of permanent socialization today are significantly different from those of the past. Despite the persuasiveness of the conceptual framework of organoprojection (as well as intellectual projection (Gubanova, 2018, p. 254), we should remember the historical uniqueness of net status: it is possible to talk about it in terms of topology. This means that the net accommodates. According to common sense, any topology is inherently bounded and, therefore, the architecture of the net also has limits. The question of limits has been known to arise acutely throughout virtually all of human history and, of course, has rarely been quickly resolved. It is risky to assume that the net has no boundaries at all (cyberlibertarians), but just as unreasonable would be the view that the topos is quite limited. In the latter case, net boundaries are reduced to phenomena outside the net (e.g. silicon, electricity, etc.) that is, to the material substratum. The polar and extreme points of view on the boundaries of the net, of course, concern not only and not so much its “physical” limits, as the behavioral and thinking practices of man. The ultimate libertarian position in anthropological optics is characterized by the following attitudes (we will formulate them in a primary form that requires further elaboration). 1. Unlike disciplinary units that are strictly limited, integrated into other structures, and have certain legalized limits, the Internet is limitless and, therefore, can accommodate anything. By «everything» is meant not only content-volume, but also semantics. The libertarian point of view crystallized at the turn of the web development in the 90’s. The flip side of free expression of any, even the most provocative ideas, is anonymity. It could be said that it was positioned as a kind of protective mechanism that ensured impunity. According to E. O. Trufanova, «anonymity implies complete ARTUR DYDROV - ANASTASIA GULETVATAYA Argumentos de Razón Técnica, n.º 26, 2023, pp. 13-33 28 anti-religious ideas that insult the honor and dignity of a person belonging to a particular nation, ethnicity or denomination. Researchers pay attention to this problem. In particular, employees of Innopolis University in Russia drew attention to the undefined and dynamic group of so-called “hateful memes” in the article “Hateful Memes Classification using Machine Learning”. In the article, the authors focus on the virulent nature of memes. Users often limit themselves to memes instead of reading any article about an event that contains extended interpretation and extended data. They express fears, supported by physiologists and psychologists, of reduced attention to content. Not surprisingly, Internet content is “miniaturizing,” with popular bloggers often creating 5-15 minute videos or small podcasts and targeting large numbers of views and positive reactions. It would take millions of content analysts to track and qualify malicious memes containing blatant propaganda, calls for violence, nationalism, and other similar ideas (Badour & Brown, 2021). Even this hypothetical circumstance is unlikely to save the situation. The hybrid structure (picture and text) makes it difficult to analyze memes and crystallize malicious content. Already from these theses it is clear that machine learning could replace millions of content analysts, but its application is also difficult. Qualifying a picture requires an advanced image recognition and labeling mechanism, qualifying text requires text recognition, respectively. Added to this is the problem of comparing the two layers of the meme, because separately the picture and the text can be qualified as “permissible”, but in synthesis contain information that is degrading. In terms of elementary linguistics, the analysis of individual semes, lexis and icons does not equal the analysis of the totality of these signs. Nevertheless, researchers have created and described several models for segmenting images and text to identify hate labels. Probably, the activity of science centers is not the only way to combat miniaturized viral Internet content. But it is unequivocally THE CONFLICTING DISCOURSE OF MODERN MEDIA MICROFORMATS Argumentos de Razón Técnica, nº 26, 2023, pp. 13-33 29 the most effective way today because it directly engages artificial intelligence, Big Data and Machine Learning. Private agents create apps to suit the market and the needs of the public. In particular, the market for meme-based content retrieval applications is expanding, as the latter is rapidly becoming obsolete. It seems possible to use these applications in addition to serious technological solutions from institutions and professional communities. We believe that entertainment content as well as special research content (software, mathematical models, AI models, etc.) can be used for socially acceptable purposes - regulating the behavior of social agents, tracking malicious messages and images, revealing the attitudes of social groups. Such research is already being conducted on cases of online games and game chats. However, this work has yet to be put into practice. Conclusion Summarizing the results of the analysis we can identify three main qualities of microformats. 1. Microformats as reagents of events; 2. Microformats as interpreters of events; 3. Microformats as creators of events. The first quality is directly related to the speed and intensity of microformats emergence. It fixes a relatively high speed of their appearance and circulation. It should be stipulated that the life cycle of a microform can be very short, although this, of course, is not the general rule. When we refer to a comparative degree, it means that microforms circulate intensively in the space of media unlike «monumental» cultural practices (films, educational lectures, etc.). The latter accumulate social and cultural experience, refer to an array of sources, are subjected to tests of validity, are mediated by a set of complex technical operations and procedures, etc. Microformat is often technically simple and can be implemented at ARTUR DYDROV - ANASTASIA GULETVATAYA Argumentos de Razón Técnica, n.º 26, 2023, pp. 13-33 30 home. The comparative ease of implementation of microformats is responsible for the hard-to-measure, unprecedented frequency of their appearance. There is a feeling that virtually any event (whether with or without the participation of media persons) is instantly represented. On May 5, 2022 (12:28), news about the arrest of Ukrainian politician and blogger Anatoliy Shariy in Spain on charges of treason and incitement of hatred was published. On May 5 on lux.fm there was an article «Memes about the Anatoliy Shariy’s arrest that warm the soul» (16:17). At 17:21 there was a rewrite about the arrest of the blogger and the fact that Ukrainians mocked the event with memes. Acting as interpreters of the event, microformats record the assessment of the event and contain connotative superstructures focused on the refraction of the consumer’s view of Internet content. The meme industry has accompanied the blogger’s arrest event with numerous connotations. In particular, a meme appeared with a scene from the movie «Ivan Vasilievich Changes His Profession», depicting a phone call from A. Shpak: «Hello, is that the SSU? (Security Service of Ukraine). My neighbor is giving likes to Shariy». The same message is conveyed by memes with a shocked Dwayne Johnson turning to a car passenger («Did you really like Shariy?») and a puzzled Chuck Norris («How can you like Shariy without the IP noticing?»). Microformats also act as fakemakers, «completing» what happened «after the fact» or literally inventing the event. In particular, the arrest of the blogger was accompanied by a cluster of memes directly pointing to pedophilia and imprisonment. This special cluster of memes is characterized by an abundance of obscenities, scenes of violence, etc., so we cannot refer to specific examples. Fakemaking is one of the most powerful and controversial functions of microformats that determine the general orientation of the Internet mainstream. In essence, it is the flip side of the rapid response to an THE CONFLICTING DISCOURSE OF MODERN MEDIA MICROFORMATS Argumentos de Razón Técnica, nº 26, 2023, pp. 13-33 31 event and the intensification of interpretive mechanisms. The skills of decoding the products of the fake industry are on the agenda today. It should not so much be a special knowledge, preceded by a special initiation, but an educational trend, pragmatically oriented to each individual. The intensity of spread, the high rate of occurrence, and the shortness of the text make microformats a convenient and effective tool for demythologizing and critical thinking. For example, a recent study of Internet memes contained the following argumentative conclusion: memes act as tools for decoding manipulative media techniques. Memes reveal the selectivity of the media in presenting information (part of the information is deliberately hidden), word games (playing with polysemy, abstractness, etc.), the skillful use of the audience’s emotions, etc. (Troshchenkova, 2022). But it is also clear that memes can be a tool of visual and verbal manipulation. As an example, let us refer to the study of political content. In particular, an analysis of the British National Party on the Facebook page showed that the production of fabricated images (including photos and memes) is a practice that is also typical for power structures (Klein, 2020, p. 154). The general strategy of responding to microformats under conditions of meaning diffraction can work effectively within the framework of education. In pedagogy, for example, there is already considerable experience in the use of Internet memes for learning. In the recent past, there has even been research on memes for young children. Researchers argue that meme-culture helps children who leave home and move into institutions to adapt to the changed conditions of life (Westbrook, 2021). Memes are used as stimulating and motivational tools for learning. However, it makes sense to use memes as the main subject for the deciphering of cultural, political, ideological and other codes. The practice of demythologization is well known to linguists, sociologists, and social philosophers. At the moment, ARTUR DYDROV - ANASTASIA GULETVATAYA Argumentos de Razón Técnica, n.º 26, 2023, pp. 13-33 32 unfortunately, civilized societies have not yet developed the practice of integrating memes (and other microforms) into education as basic objects for analysis.7 References Badour, J. & Brown, J. (2021). Hateful Memes Classification using Machine Learning. 2021 IEEE Symposium Series on Computational Intelligence (SSCI). DOI:10.1109/SSCI50451.2021.9659896 Barbrook, R. (2015). 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