EMOTIONAL STRATEGIES OF FASCINATION AND EMPATHY IN VIRAL DISCOURSE

Abstract

The article is devoted to the analysis of emotional strategies of fascination and empathy in viral discourse shaped within the digital environment. It emphasizes the emotional dimension of viral texts, which is a key factor of their popularity and their ability to spread rapidly among a wide audience. Special attention is paid to two discursive practices: fascination, realized through rhythm, repetition, symbolism, and unexpected imagery that captures attention; and empathy, manifested in compassion, solidarity, and the creation of an emotional bond between author and reader. The study clearly defines its scope – viral discourse, that is, texts circulating in the digital environment due to their emotional power. The material for analysis consists of 50 English-language viral messages in social networks, which demonstrate the combination of fascination and empathy as crucial factors of virality. It is shown that fascination ensures attention and memorability, while empathy creates a sense of community and mobilizes the audience to act. The research also highlights that viral texts not only inform but also shape cultural and social practices, influencing collective emotions and behavior. They become instruments of mass communication capable of transforming public moods and directing them in a certain way. Therefore, the analysis of emotional strategies in viral discourse is significant not only for linguistics but also for sociology, cultural studies, and media studies. As a result, the article offers a linguistic analysis of emotional strategies in viral texts, outlines their role in modern digital communication, and emphasizes the importance of the translator as a cultural interpreter, able to convey not only meaning but also the emotional potential of the message.