РАЗВИТИЕ И ТРАНСФОРМАЦИИ МАССОВОЙ КУЛЬТУРЫ

Abstract

The article shows that the phenomenon of mass culture in its current understanding is proceeded by a period of formation. Having begun its transformation with various kinds of mass spectacles even before our era, mass culture only by the middle of the XX century took shape into a modern kind of cultural practice. It is stated that for a long period, mass and «high» art were in opposition, since their value principles contradicted each other. At the same time, there comes a period in the development of mass culture when it needed «fresh» blood for its effective impact on the mass consciousness in the future, and in this situation its interested parties turned their eyes to «high» art. The article suggests that this metamorphosis had a commercial background, but at the same time this transformation marked a new stage in the formation of the analyzed phenomenon. It is shown that having entered into interaction with «high» art, mass culture not only transforms itself, under its influence, but also in a peculiar way initiates changes in the elite art itself. Attention is fixed on the fact that themovement of mass culture resembles a kind of pendulum fluctuations, which are influenced by the system of values that have developed within the framework of the social structure, and the course of the socio-historical process. Depending on this, the use of mechanisms embedded in mass media and mass communication media can transform it into a phenomenon that manifests itself in various ways. This is shown in the article on the material of the use of mass culture as an educational tool at various stages of development: both during the USSR and during the coronavirus pandemic in the 20s of the XXI century, as well as on the material of the use of mass culture mechanisms on political technologies to manipulate public consciousness.