The semiosis of "valuable causing" as an online-strategy of mass media

In this article describes ways of implementing the function of value orientation the online edition of the “Slon.ru”. As a result of the semiotic analysis of twenty texts, which were published from August 2015 to February 2016 in daily mailing, the tendency to intended provocative use of sociocultural codes, which organize the meaning content of files is revealed. In the view field of the authors of online publications such important concepts, archetypes and concepts as «power», «people», «wealth», «ruler» precedent phenomena in the history and culture of the country. A kind of evaluative they find in the author’s interpretation of actual problems and situations experienced by compatriots in a given period. Analysis of the problems themselves are not exposed: they appear through the prism connotations judgments about the values that are considered fundamental in the public consciousness. At the same time, the ambivalence of evaluation presented as the author’s freedom of expression, but it is clearly aimed at provoking the audience response. Modeling of certain axiological structures by such expressive means as distortion of a connotation of known archetypes, deliberate reduction of meaning of concepts and case phenomena, defamation of basic values by giving their invariants with a negative connotation, the use of markers of high and low culture for expansion of the provocative argument, the appeal to experience of new digital attack like «trolling» and technologies of an infotainment are all included in the arsenal of methods of manipulation. The freedom of opinion is an important means of not only education and approaching to culture of the audience, but also banal marketing strategy for the comments, «likes» and «reposts». In such conditions the use of social codes demonstrates the importance of such mechanism as «valuable causing”, that is manifestations of the social obligation which is initially set by a profession, in order to promote fixing or changing for the sake of consolidation of creative structures of public interaction. Valuable estimation, opinion are no less important media products than news. The Internet edition «Slon.ru» was one of the first, who adopted this phenomenon. But by its nature the provocative and manipulative model of communication is the most dangerous for journalism. Thus, «Slon.ru» is an example of the specific phenomenon in the world of mass communication, created for purposeful access to the world of true values for the provocation for the sake of drawing attention.