The genre of cringe comedy as evidence of the birth of a new modus of shame

The article analyzes the emotion of intensely lived shame (kringe), which characterizes the modern culture of emotions and visual media in the last few decades. The concepts of sociologists and media researchers are applied, linking the anthropological functions of laughter with the transformation of the cultural life of society. The emergence of social networks, watching television programs as a form of constant (often solitary) leisure, parasocial relationships as a guarantee of stable monetization of content on YouTube - all these factors make us look at modern comedy as an illustrative example of expanding the emotional palette. The disappearing distance between the viewer and the character of the series leads to deep emotional connections and a brighter experience of emotions, in particular, emotions of shame and embarrassment. This forms a request not only for the possibility of identification with the hero (relatability), but also for his sincerity and authenticity. The article analyzes the editing, technical and narrative techniques that allow the authors of comedy films to achieve such an effect. The social function of the lived kringe (stress relief) and the ambivalence of this feeling are formulated: its inclusiveness and exclusivity. Kringe becomes a reminder of a strict social norm that cannot be violated. Meme culture, on the other hand, tries to resist the rigid framework of acceptable behavior, inviting the user of a social network or the viewer of the series into the field of more diverse behavior and the search for true satisfaction from life.