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Literary Reputations in the Post-Literacy Era: The Image of a Writer in the Runet

. The communication trend of the media discourse in the Runet, associated with the use of images of writers, is explored. The material used in this study includes Internet memes augmented with the images of classical writers and precedential quotations from their works. The theoretical basis is the concept of literary reputations (I. N. Rozanov). Transformations of literary reputations influenced by the technologies and values of the post-literacy era are analysed; new cultural meanings of the existence of literary concepts are revealed.