THE CONCEPT OF HYPE AND ITS ROLE IN MASS MEDIA
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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.