IDENTITY IN THE CONTEXT OF SPECTACULAR FORMS OF MASS COMMUNICATION

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The modern era is characterised by global changes based on the acceleration and continuous «incitement» of civilisational processes. The complex collisions of life were reflected in the public consciousness by the actualisation of the identity problem, which acquired special significance. Therefore, many reasons can be given, but we will emphasise only such. First, the existing anthropological situation is marked by all the signs of novelty and unusualness; social life reveals a steady tendency to weaken individual identifications with traditional (ethnos) and modern (nation) communities. Secondly, in a situation where ethnic and national factors of identification are blurred, society becomes quite fragmented; under such conditions, a person exists at the intersection of local cultures, in an open cultural space, surrounded by a multitude of cultural forms, lifestyles, and traditions; all these forms become significant for a person at the same time and require ordering. Thirdly, the cultural self-determination of a modern person requires the interpretation of those models of cultural existence that represent other communities and the establishment of an individual relationship with them. Thus, identification processes in modern society, on the one hand, become problematic; on the other hand, they act as a driving force of cultural development. The purpose and task of the article are to study identity issues in the context of spectacular forms of mass communication. The research task is to analyse specific forms of mass visual production, ready-made visual images (images, brands, lifestyles) associated with the production of the phenomenon of «partial» identity. Research methodology. The application of the phenomenological method for revealing the content of human identity and the specificity of the phenomenon of human identification in modern society was important for this article. The theoretical basis of the article is also made up of approaches that emphasise the ontological openness of human existence, the universal significance of communicative interaction about human subjectivity, and the influence of spectacular forms on the construction of human identity. The results.In modern scientific discourse, the key term «identity» denotes a set of phenomena that cannot be reduced exclusively to psychological or socio-psychological forms; therefore, the following components are inherent in the phenomena of identity: a). – complex cognitive and figurative content; b). – a variable cultural component that changes due to many life factors, such as ethnic, speech, religious, political, professional, informational, gender, and virtual differences. We propose to consider «hyper-real reality» from the point of view of a special spectacular form of mass communication; the entire set of modern media resources is aimed at creating this form. In the conditions of the spread of spectacular forms of mass communication to all spheres of human life, popular images, lifestyles, and well-known brands become effective identification factors. At the same time, these factors are closely related. For example, acquiring a popular image and desired lifestyle by a person requires the consumption of positional goods and services. The production of such positional goods and services is aimed at meeting the needs of those groups of consumers who strive to be different from others in terms of level and quality of life.Many positional goods and services offered by global manufacturers and actively promoted on the market with the help of brands are created to meet urgent life needs and satisfy a certain human dream. Modern marketing strategies, represented in brands, contain certain signs of spectacular models of mass communication.Appealing to human feelings and inciting imagination, brands present the worlds of high fashion, entertainment and leisure as those that imitate the signs of the real world, creating the illusion of fulfilling desires. Therefore, the task of well-known brands as identification factors consists of the unification of personal meanings, goals, and desires, with the further transformation into one artificially narrowed meaning and one general need for material consumption. Conclusions.The article analyses specific forms of mass visual production, visual images, such as images, lifestyles, brands; in the conditions of the spread of spectacular forms of mass communication to all spheres of human life, these images become effective factors of «partial» identification; their task consists in the unification of personal meanings, goals and desires, followed by their transformation into one artificially narrowed meaning, into one general need for material consumption; it is believed that the conducted research on identity issues in the context of spectacular forms of mass communication will contribute to the development of scientific strategies and concepts of identity formation, will help to work out philosophical problems related to personal existence, creativity, and self-development.