Gamification practice in mass media: the contingency of personal and impersonal

The article is concerned with the postmodern concept of «gamification» in contemporary sociology and media philosophy, conditions of domination of gaming practices in the modern media, advertising and public relations. The author studies the use of game elements and strategies in mass media activities and the philosophy of the game in the concepts of Johan Huizinga, Friedrich Georg Junger, Roges Caillois. The article also predicts the trends of social-psychological interactions such as personalization and impersonality. The contingency of personal and impersonal components in communicative activity reflects the concurrence of the game ontological principles and the personal creativity and self-creativity nature. In contrast to the well-known antinomies «mass - personal,» «mass - individual» the «personal-impersonal» contingency allows to expand the horizons of solutions for the self-affirmation and estrangement problems vital for the modern society.