Word-of-Mouth Discourse of Pre-digital Epoch (M.A. Bulgakov’s Novel “Fatal Eggs” Used as the Example) and Our Time

Introduction. The problem of information disseminated through the word-of-mouth in predigital epoch and nowadays is discussed hereafter. The relevance of the study is related to permanent interest towards this sort of things and our commitment to find any regularity and to take control as far as possible. The word-of-mouth might seem very effective and nearly free means to distribute information. However, the lack of proper attention to such processes can lead us to results that are dissatisfactory.

Methodology and sources. The method of comparing the semantic features of word-ofmouth information typical of discourses in different eras is the main research method. The text of M.A. Bulgakov’s novel “Fatal Eggs” is used as the source illustrating the features of the word-of-mouth discourse in the pre-digital era.

Results and discussion. We can monitor the mechanism of spreading rumors in society basing on the example of M.A. Bulgakov’s anti-utopia dating back to the 1920-s, the time of economic and political instability in our country. The fear of possible disasters and famine, causes widespread panic and prompts reckless actions, which eventually leads to the catastrophe. The processes of spreading word-of-mouth information are considered both in the context of pre-digital era (M.A. Bulgakov’s epoch) and in relation to our time. Some recommendations on how to control the feedback of processes are also given hereafter.

Conclusion. We come to conclusions that the mechanisms of word-of-mouth distribution in different epochs have a lot in common. Nevertheless, the statistical tools currently at our disposal make it possible to take into account some of the features of such discursive processes, and therefore regulate them. However, despite the availability of word-of-mouth, this mechanism cannot always be properly regulated and never totally controlled. Thus, it may not be applicable to all kind of processes. 

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