Масова культура в контексті постмодерної парадигми
Popular culture in the context of postmodern paradigm

Summary/Abstract: There are the ideological and cultural foundations of postmodernism in the article. They united disparate cultural phenomena of the second half of the twentieth century. The pluralism of aesthetic standards declared the postmodern denial of division into "high" and "low" culture form. It is the precondition for analyzing the relationship of these two phenomena. In postmodern, it is considered to be impossible to establish and consolidate hierarchies, orders and life priorities. The aesthetics of postmodernism put forward a number of innovative provisions and assured pluralist paradigm which led to the internal transformation of categorical system and classical conceptual apparatus of aesthetics. It is essentially anti-systematic, anti-dogmatic and deprived to the conceptual constructs. The theory of deconstruction rejects the classical paradigm of meanings, in the present time art focuses on the absence of primary meanings. The feature of postmodern aesthetics is an ontological interpretation of art, which differs from the classical one by the openness, aimed at unknowable. The system of the symbolic opposites such as the real – imaginary, original – secondary, old – new natural – artificial, external – internal, individual – collective, part – whole, presence – absence, subject – object are ruined. It creates a conscious eclecticism and the aesthetic freestyle. In general, the art is characterized by rejection of all traditional values such as epistemological, ethical, aesthetical ones, they transformed into such utilitarian categories as commerce market and consumption. In the postmodern situation a reality becomes a model. The opposition between a reality and a sign removed and everything becomes a simulacrum. Due to pluralistic principles of the essence of events and phenomena of the world definitions and removal of traditional binary oppositions in postmodern culture we get different combinations of incongruous and its inclusion in the general cultural context. The basic aesthetic principles of postmodern and properties of popular culture, it gains a new legitimate meaning. The chronological parallel mainstreaming of issues related to the development of the postmodern mass culture appeared in the second half of the twentieth century. According to the basic ideas of the postmodern, the creation of the postmodern art provides the anti-systematic principle and includes the arsenal of themes materials and techniques of mass culture. The combining absolutely opposite elements of elitist and popular culture in the postmodern can occur on the basis of commercial projects and cultural practices combined with the latest electronic technologies. Popular culture uses a number of principles of postmodern television and computer cultures. The phenomenon of popular culture gets complicated structure as the result of the improvement and dissemination of mass communication, digital information technologies and tools of duplicating works of culture and art. In many aspects it is linked with the development of postmodern information and computer and digital technologies. It opens a way for such innovations as virtual reality. The principle of postmodern art’s citation is to create a unique synthesis of high art and mass (popular) culture. The post-colonial state of Ukrainian culture and mostly the all-Russian context of its development are the reasons of the Ukrainian culture’s closing to the new philosophical and ideological and cultural trends. The postmodern discourse in Western intellectual circles developed over several decades but in the Ukrainian culture the attempts of a holistic understanding of this phenomenon were made only at the end of the 80's – 90-ies of the XX century. Ukrainian cultural space actively began to cultivate postmodern discourses. They often mixed with subcultural phenomena, creating a very specific stream of information which was not always comparable with real cultural practices. However a new national discourse with regard postmodern flow was produced. It needed a rethinking of cultural traditions, a new reading and interpretation of well-known cultural events, depriving them of their ideological bias, determining the status of culture in market conditions, new principles of relations between the artist and society. The fundamental principles of postmodernism mean the rejection of the classical interpretations of cultural meanings and focus on the deliberate creation of a kind of eclecticism and pluralistic interpretation of traditional values.

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