Abstract

The levels of manifestation of digitalization of sociality, its challenges and consequences are revealed. It is noted that emotionality is a necessary component of digital publicity and therefore the digital public sphere localized in the Internet space can be considered as a space for social exchange of emotions. It is proven that emotional discourse is consciously generated by electronic mass media (and as a result encourages virtual communities to take certain actions, join forces), and the audience’s reaction to content capable of provoking the corresponding "emotional exchange" can be both passive (users simply consume information) and active, when virtual communities become co-participants in the creation of a discourse based on emotions as indicators of people’s individual perceptions of themselves, markers that provide a sense of the importance of joint actions that can improve the world around them. Thus, digital citizens receive new tools for micro-actions that can actually lead to significant social changes.