EPATAGE AS AN ELEMENT OF THE MEDIA PERFORMANCE OF MODERNITY
EPATAGE AS AN ELEMENT OF THE MEDIA PERFORMANCE OF MODERNITY

Summary/Abstract: The subject of this article is epatage, widely spread in modern culture thanks to digital technologies. Today epatage associated to media performance is deliberately constructed, imposing mass consumerism with a ready-made-fictional image, and operating “anti-values.” There are a lot of causes of the existence of the epatage image which violates certain cultural codes. Meanwhile epatage can be described as a response to certain objective and subjective calls. As a peculiar form of culture, epatage contains both positive and negative pulses.

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