Introduction. The article examines the phenomenon of fake, the factors of its occurrence, development and destruction. Despite the fact that the concept of fake has become popular and has acquired a large number of definitions, the discussion around the definition of this concept continues to the present. Fake and hype, each separately, becomes the subject of research and there is already a detailed classification of them. Fake, like hype, is usually understood as negative, misleading and distracting phenomena. Meanwhile, they represent a phenomenon of stable interaction. A fake can trigger a hype wave and a subsequent series of events. At the same time, the tangible discomfort of this phenomenon is especially emphasized. The relevance of the study is due to the need to consider these phenomena as positive processes, to show their role and functions from a new, positive point of view. The purpose of the article is to describe the hidden social functions of the phenomenon of fake and hype, their mutual inclusion, their positive role in the processes of the formation of social reality.Methodology and sources. The source of the research was the discussion on fakes and presented in the collective monograph “Fakes: Communication, Meanings, Responsibility” edited by G.L. Tulchinsky. In the article, to create dynamic models of events, the theory of latent oscillations and stability of control systems were used, N.V. Kuznetsova and the classical theory of oscillatory and wave processes in the interpretation of N.V. Karlov, N.A. Kirichenko.Results and discussion. As a result of the study, an important connection between fake and hype was traced. A fake triggers a reaction in the form of a hype, which in turn gives competitive advantages to all participants in the process: persons, social and subcultural groups, institutions, states and their unions. In addition to the negative impact of a fake on a person and social reality, there are many cases when a fake is a necessary phenomenon in social and cultural processes. In the conditions of traditionally high competition in the processes of achieving each subsequent step of the social and career ladder, fake is one of the necessary elements for achieving competitive superiority. Hype, like fake, can act not only as an annoying and negative factor, but also as a necessary element in the balanced development of society and public communication space. Using a fake as a triggering event to generate a hype wave can be used to construct social reality. Modeling the dynamics of event processes allows you to create a communication environment with pre-built properties, use special events as an effective tool for managing socio-cultural processes.Conclusion. Fake and the hype generated by it are a necessary element of the evolutionary development of social reality and culture, therefore, consideration of the positive consequences of these phenomena is so necessary for a full description of the socio-cultural processes generated by them, a balanced study of the processes of the formation of social reality.
Events and narration in socio-cultural practices