ИСТИНА

Archetype in communication: an image of the trickster in modern media Trickster is one of the key myths in the history of mankind, a universal archetypal image, paradoxically connecting the features of a cultural hero and a clown-provocateur, a “creative idiot”, a cheat, a fool. Tricksterization is a key trend of modern media space and social life. Theatricalization and carnivalization of culture, post-truth in politics, the mass distribution of fake news, information pre-election wars, the updating of autistic, comic and marginal principles, the profanation of the sacred and the sublime become manifestations of the triksterization of media space. The trickster in politics and the media is distinguished by its “metanormal behavior”, a manifestation of the game principle, with the help of which it raises deep topical issues, undermines ideologies, and causes heated debates in society.