СУЧАСНА ПОПУЛЯРНА КУЛЬТУРА ЧЕРЕЗ ПРИЗМУ ІСТОРИКО-ФІЛОСОФСЬКОЇ ВІЗІЇ

Abstract

The article provides an analysis of contemporary popular culture and its influence on society. Focusing on current trends and aspects of popular culture, the article explores key factors that shape this culture and define its place in the modern world. Contemporary popular culture has gained recognition as a social phenomenon, exerting significant impact on various aspects of society. Its influence is manifested in the creation and dissemination of cultural artifacts that actively engage with societal stereotypes, values, and perspectives. These artifacts can stimulate discussions, alter consciousness, and contribute to social change. Through technological communication tools and global media, «cultural products» such as music, literature, films, the video game industry, fashion, are disseminated worldwide, facilitating the exchange of ideas, cultural convergence, and the emergence of global trends. With the aid of technological communication means, integral narratives spread rapidly across the globe, resulting in cultural hybridity and the development of shared cultural experiences. However, in the process of globalization, there are inherent risks of cultural homogenization and loss of cultural diversity. Popular culture often becomes subservient to global commercial interests, yet it also becomes an object of interpretation and resistance. Active consumers reproduce, transform, and utilize «cultural products» based on their unique contexts, values, and needs. This process presents opportunities for critical analysis, alternative interpretations, and the formation of new cultural norms. Integral trends become essential means of expression, recognition, and the search for personal and collective identities. This process can be conducive, but it can also give rise to conflicts and contradictions, particularly within the context of cultural diversity and globalization. Social media platforms not only facilitate the dissemination of cultural trends but also provide a platform for self-expression and interaction between content producers and consumers. This is complemented by augmented reality, artificial intelligence, blockchain, making contemporary creativity and consumption processes a unique phenomenon that continually unlocks new possibilities.