Domestication of social media and re-socialization of interpersonal relations

The article analyzes the phenomenon of the formation of a network communicative culture among the digital generation in the social media space in the field of interpersonal relations on the example of quasi-close virtual relationships of virtual flirting, friending and trolling. The analysis of the concepts of re-socialization of interpersonal relations under the influence of social media is presented. The key positions and problems of Jan van Dijk's concepts of controllability of the relations and Mirca Madianou & Daniel Miller's polymedia are considered. A study of the virtual communication culture of the Tomsk university students as representatives of the network generation Z with a high digital competence was made. The methods used in the study were analyzing creative essays on a given topic, in-depth interviews and focus groups, both offline and online. The study thematized role-nomination and filling of virtual quasi-close relationships as an element of the new network communication culture. It is argued that virtual romantic relationships in social networks are perceived by the majority of informants in a frivolous, playful, surrogate format of flirting, which can grow/not grow into close relationships only in the case of offline meetings. With regard to virtual friendship, it is confirmed that, in the eyes of most respondents, exceptional on-line friending is simulative, since for really close relationships, it lacks the participants' personal investments and the opportunity to create an adequate image of a partner due to limited communication channels and lack of social cues. At the same time, social networks, as support for real friendships, are actively used. It is also noted that representatives of the digital generation are well aware of the simulative nature of such a social activity as trolling (partly due to the psychopathological reasons) manifested in anonymity, lack of personal inten-tionality and serious (cost-resource) consequences, as well as the ability to interrupt an unnecessary contact at any time. Conclusions are made about the explosive growth in the volume of relations, in particular, the increase in the number of friends, by reducing the cost of maintaining relationships with each of them; the downside is in the form of reducing the value of such relationships for participants and their consequent simulation-game nature.

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