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In the article the specificity of gifit? as a hybrid genre of New Media Art is investigated. The scientific novelty of the work consists in revealing the main genre characteristics of gifit? as the newest hybrid artifact in the contemporary audiovisual culture, as well as outlining the development prospects of this phenomenon within the New Media Art. The methodology of the research is based on using the genre concepts which sharpen the attention to the processes of hybridization in the contemporary genre generati...