ПРОЯВИ КІТЧУ В СУЧАСНОМУ АМАТОРСЬКОМУ ПЕТРИКІВСЬКОМУ РОЗПИСІ
SIGNS OF KITSCH IN MODERN AMATEUR PETRYKIVKA PAINTING

Summary/Abstract: The purpose of the article is to analyze the current state of Petrykivka painting at the mass culture level in the works of amateur craftsmen, signs of kitsch in its stylistics and application, the reasons for the emergence of these kitsch signs. The methodology includes general scientific methods: analysis, deduction, generalization, the historical and systemic analysis that allows revealing this phenomenon in the system of connections with various processes in modern culture. The scientific novelty lies in the substantiation of the features of the contemporary state of Petrykivka painting in connection with globalization processes, defining the main factors that determine changes in its stylistics and application. Conclusions. It was concluded that the prevalent spread of Petrykivka painting as popular art at the mass culture level is associated with the emergence of kitsch signs. It is determined that such signs are mainly related to amateur "petrykivka", the appearance of which is provoked by a change in the way of the transmission and fashion. It was found that the geographical boundaries of the spreading of petrykivka painting were significantly blurred. Today, the main transfer of knowledge takes place in a horizontal direction – through the media, the Internet, in particular video lessons. Therefore, the tradition is assimilated superficially, from dubious sources. The stylistics of petrykivka painting is rapidly changing, saturated with foreign elements accidentally, unconsciously. The role of social networks in this process is revealed, in particular, Facebook groups and Instagram, which are in an information isolation state, where there is a "substitution of concepts" – false is perceived as real, and kitsch is perceived as folk art, therefore, the value-orientation function is distorted. Having received legitimization in the network, the kitsch images with petrykivka ornamentation elements saturate the public environment, provoking false inculturation. It is determined that petrykivka painting turns into a simulacrum - a simulation of Ukrainian identity.

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