![]() Today, the media person () - a new anthropological type of social subject that manifests itself in mass communication - often has the features of (playing person), which are enhanced under the influence of global social, cultural, psychological and technological changes. His actions combine conformism and deviation ( Kurowska & Reshetnikov, 2020). The trickster in politics and the media is distinguished by "metanormative behavior", a manifestation of the playful principle. Theatricalization and carnivalization of culture, characteristic of postmodern culture, double standards in politics, post-truth, mass distribution of fake news, informational pre-election wars, actualization of the autistic, comic and marginal principles, profanation of the sacred and the sublime, become manifestations of the tricksterization of the media space. In the modern world, the signs of the trickster are the destruction of established foundations and traditions, the introduction of chaos into order, mediation between worlds and social groups, the initiation of sociocultural action, anti-normativity, immorality from the point of view of the ethics of a cultural hero shape-shifting, "schizophrenic language", wandering (nomadology), sexualization of thinking, provocativeness ( Lipovetsky, 2020). The defining features of trickster behavior in ancient times were ambivalence, a laughing beginning, resourcefulness, cunning, a tendency to pranks and trickery, liminality, proteism, hypersexuality, exorbitant appetite, enantiodromia - transformation into its opposite, connection with the sacred, obscene bricolage (Jack of all trades). The Trickster is one of the key mythologemes in the history of mankind, a universal archetypal image, paradoxically combining the features of a cultural hero and a jester-provocateur, a "creative idiot", a clown, a jester, a rogue, a fool. It was formed in ancient times and was described by scientists as behavior characteristic of the archetypal model of the Trickster. Scandalous, abusive behavior, undermining of foundations, violation of boundaries and prohibitions is not an invention of our time. To loudly declare oneself to a character who was not known to anyone yesterday is easiest with the help of a scandal, which is what many account owners are counting on, but not only they. Private comments become an event, a topic of the day, generate information noise. An example is set by politicians, bloggers, showmen, journalists who use, for example, or as the most important information channel. An increasing place in the information field of digital media is occupied by a virtual personality, an ordinary user turns into a communicator, seeks to create an informational occasion. The digitalization of communication processes has dramatically changed the situation in the media sphere. Keywords: Carnivalization, fake news, Jungian archetype, post-truth, trickster Introduction This internal dichotomy contradicts stagnation and is therefore relevant. There are also two sides to her ambivalence - shadowy, cynical, mocking, destructive, turning everything into chaos, and the other - creative, innovative, driving life and art forward. The square figure of the trickster is cheered by the crowd today. To loudly declare oneself to a character who was not known to anyone yesterday is easiest with the help of a scandal, which is what many bloggers, account owners, but far from only count on. The talk will show how digitalization and the development of gaming technologies are transforming the trickster archetype into a highly demanded model of the media persona. The trickster in politics and media is distinguished with its “metanormal behavior”, a manifestation of the game principle, that helps him to start pressing questions, to undermine ideologies, and to cause heated debates in society. Theatricalization and carnivalization of the culture, post-truth in politics, the mass distribution of fake news, pre-election informational wars, the updating of autistic, comic and marginal principles, the profanation of the sacred and the sublime are manifestations of the tricksterization in media space. Tricksterization is a key trend of modern media space and social life. Trickster is one of the key mythologems in the history of humanity, it’s the universal archetypal pattern, which is connecting the features of a cultural hero and a clown-provocateur, a “creative idiot”, a cheat and a fool in a paradoxic way.
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