РІЗНОМАНІТНІСТЬ НОВІТНІХ ФОРМ СМІХОВОЇ КУЛЬТУРИ В МЕДІЙНОМУ ПРОСТОРІ УКРАЇНИ
Diversity of the newest forms of laugh culture in Ukrainian media space

Summary/Abstract: The purpose of the articleis to define new conceptual plans of realisation of modern forms of laugh culture in the media space of Ukraine. The methodology of the research consists in the application of empirical, praxeological, functional, and modeling method. These methods allows studying the current state of laugh culture in the media space, to characterise various forms of laugh culture and to summarise the consequences of their influence on the consciousness of society, to define and to structure characteristic features of these forms and the effectiveness of their further realisation in cultural and artistic activity. Scientific novelty of the research consists in researching of the newest forms of the laugh culture as informational media and in the consistent structuring of characteristic and significant signs of the kinds of laugh culture, their influence on the recipient through the informational space. Conclusions. It is worth noting that the russian aggressive invasion into Ukraine has underlined the importance of the laugh culture of Ukrainians, which is manifested through satire, sarcasm, irony and, certainly, humour, which are their weapons against the invaders and have a powerful visual information force. Proper understanding of humorous forms is necessary, because they can cause both positive emotions and negative influence on the masses and become an instrument of manipulation in society as a whole. Today, there are some metamorphoses, when people’s and political humor is being transformed and military topics are being developed. It is now that life realities dictate to art institutions the development of new forms of national laugh culture, new conceptual decisions of its kinds, the basis of which is the inexhaustible humor of Ukrainians. Besides, humor is a cultural shield, the format of communication, which has a powerful influence on the consciousness of society, always reacts sharply and creatively to the challenges of the present and leads to a special perception through the prism of laugh culture.

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