The Concept of Hype and Its Role in Modern Mass Media and Media discourse

Abstract: This study investigates the concept of hype as a semantic, pragmatic, and discursive phenomenon in contemporary mass media and media discourse. In the digital era characterized by algorithmic distribution, platform capitalism, and the attention economy, hype functions as both a lexical unit and a communicative strategy. The research examines the etymological development of the term, its semantic transformation, evaluative potential, pragmatic functions, and its role in shaping mediated reality. Drawing upon media linguistics, critical discourse analysis, and communication theory, the article demonstrates that hype operates as a mechanism of intensification, persuasion, and ideological framing. The findings suggest that hype has become institutionalized within digital media practices and now represents a structural element of modern media communication.