„Hattyúk is lesznek?” – Esküvőipar, tudatipar, tömegfilm
“Are we having swans?” – Wedding industry, consciousness industry, popular cinema

Summary/Abstract: This study examines the ideology of romantic comedies centred on wedding preparations, focusing on the Hollywood trend of the 1990s and 2000s, which had high viewing figures and revenue. The text sheds light on how popular films produced by the entertainment industry shape the consumer logic associated with weddings, creating identity constructions related to ‘the big day’, and how they can become examples of the mode of operation of late capitalist cultural production.

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