THE CONCEPT OF HYPE AND ITS ROLE IN MASS MEDIA

Authors

  • Makhliyo Diyorova assistant teacher of Foreign languages department Karshi State Technical University

DOI:

https://doi.org/10.55640/

Keywords:

exaggerated, promotion , sensationalism, event, product, person, mass media, generate, interest, excitement. Whether, advertising, entertainment, politics, social trends

Abstract

Hype refers to the deliberate exaggeration or excessive promotion of a product, event, or idea to generate excitement and public interest. It is a form of media amplification that influences perceptions and behaviors.

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References

1 Debord, Guy. The Society of the Spectacle (1967)

Discusses how media and consumer culture create spectacles that manipulate public perception, a concept closely related to hype.

2 McLuhan, Marshall. Understanding Media: The Extensions of Man (1964)

Examines how mass media shape human perception and contribute to the amplification of ideas, trends, and commercial hype.

3 Rushkoff, Douglas. Media Virus! (1994)

Explores how hype spreads like a “media virus” through marketing, entertainment, and social movements.

4 Gladwell, Malcolm. The Tipping Point: How Little Things Can Make a Big Difference (2000)

Discusses how trends gain momentum and spread, which aligns with the mechanics of media hype.

5. Jenkins, Henry. Convergence Culture: Where Old and New Media Collide (2006)

Analyzes how media convergence and audience participation contribute to hype in the digital era.

6.Baudrillard, Jean. Simulacra and Simulation (1981)

Explores how media and advertising create hyperreality, where hype blurs the line between real and exaggerated representations.

7. Klein, Naomi. No Logo: Taking Aim at the Brand Bullies (1999)

Critiques corporate branding strategies, including the role of hype in shaping consumer culture.

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Published

2025-04-02

Issue

Vol. 4 No. 2 (2025): Journal of Multidisciplinary Sciences and Innovations

Section

Articles

License

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Authors retain the copyright of their manuscripts, and all Open Access articles are disseminated under the terms of the Creative Commons Attribution License 4.0 (CC-BY), which licenses unrestricted use, distribution, and reproduction in any medium, provided that the original work is appropriately cited. The use of general descriptive names, trade names, trademarks, and so forth in this publication, even if not specifically identified, does not imply that these names are not protected by the relevant laws and regulations.

How to Cite

THE CONCEPT OF HYPE AND ITS ROLE IN MASS MEDIA. (2025). Journal of Multidisciplinary Sciences and Innovations, 4(2), 543-545. https://doi.org/10.55640/

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