Abstract: This study is aimed at identifying patterns of the embodiment of the female image in the information stories of domestic and foreign TV channels. The subject of this article is a mythological model of constructing reality in modern mass media. The object is television news stories in 2017-2023, in which female archetypes are most clearly revealed. Special attention is paid to the information coverage of the foreign topic of the feminist action MeToo and the domestic criminal case of the Khachaturian sisters. The research is aimed at comparing the mythological structure of the plot with the techniques of television broadcasting and understanding the broadcast of the female image on television screens. Thus, the article puts forward a hypothesis: when covering information topics, the media uses a model of a mythological structure, and as a result, a system of archetypes that forms the viewer's opinion. This work is based on the theory of archetypes developed by the scientist K. Jung, which is visualized in the information topics of the last decade. The analysis is of scientific interest in connection with the growing feminist discourse in society, of which television is becoming one of the key broadcasters. Of particular importance is the study of the symbolization of the female image on the television screen through the concepts of C. Jung and E. Neumann, using the example of the main themes of feminist discourse in recent years. The novelty of the research lies in a new theoretical understanding of the ways in which television content affects the viewer. The main conclusions of the study are the confirmation of a scientific hypothesis: about the use of the media of a mythological structure through which a system of archetypes is broadcast, which in turn leads to a stable formation of public opinion. In addition, the author examines the mythological archetypes of communication, which represent the main ways of transmitting information in the modern world.

Keywords: Female image, News, MEDIA, Media Culture, Feminism, Television, Information programs, Mythology, Archetypes, Communication

Abstract: This article is devoted to the consideration of visual means of artistic expression in visual and cinematic social advertising in Italy. The research material was videos from the Internet archives of non-profit organizations and advertising agencies. The relevance of the research is due to the high significance of social advertising in modern society, and the novelty is due to the lack of works devoted to the study of visual means of artistic expression within the socio—advertising discourse of Italy. Within the framework of the study, methods of analyzing visual artistic images used in Italian social advertising were applied. An analogy was drawn between stylistic figures related to the field of philology and artistic and pictorial forms of the material under study. As the analysis has shown, the most popular visual means of artistic expression is metaphor; the author has identified a number of models of metaphorical transfers, on which most of the plots of social advertising are based, among which a special place is occupied by models of color and zoonymic metaphors. In a significant part of the videos, such means of visual artistic expression as allegory, personification, depersonification, hyperbole, allusion are also involved. Important conclusions are drawn about the cultural peculiarities of the use of these visual stylistic figures. A special contribution of the author is the development of a classification of metaphorical models of Italian social advertising, some of which may be applicable in Russia due to their universality.

Keywords: hyperbole, depersonification, personification, allegory, metaphor, visual means of expression, visual semantics, Italy, social advertising, allusion

Abstract: The subject of the study is the transformation of farcical performances and carnival culture in the absence of a physical location and their transfer to the Internet environment. The object of research is the farcical art of display, Internet video content, carnival culture. In this article, through the culturological prism of research, such a kind of display art as a farce is studied and analyzed. This visual art has had the greatest popularity among the audience of ordinary people, that is, the most numerous, throughout the entire time that theatrical creativity has existed. However, recently it is difficult to find something like this in the areal spaces and exteriors of cities, since the main audience attention has shifted to the Internet space. The main conclusions of the study are the following theses: -the farce has reincarnated in the Internet space as a kind of special entertainment video content -carnival has reincarnated as a way of communication within the Internet environment -the farce art also continues to have the function of moral discharge of viewers -The existence of the farce in virtual space deprives its sacred significance for the viewer, because of the loss of real and meaningful space, as well as because of the main goal - the vivid emotions of the crowd. A special contribution of the author to the research of the topic is an expanded bibliography, including 5 foreign sources. The novelty of the research lies in the fact that the described situation in the Internet space related to screen culture has acquired its current form only in the last 10-15 years, respectively, research on this topic is usually quite new.

Keywords: YouTube, myth, internet video content, laughing culture, carnival culture, the art of showing, the farce, the blog, consumer society, sacrality

Abstract: The subject of this research is art magazines of the late XIX – early XX centuries and their role in cultural life of the turn-of-the-century era. Based on the comprehensive and systemic culturological approach, which encompasses historical-cultural method, textological analysis, scientific classification (analysis of primary sources, secondary data), structural-typological and other methods of scientific analysis, the author advances the general characteristic of the specificity of the new format of periodicals as an intrinsically valuable phenomenon of the Silver Age. Special attention is given to the prerequisites for creation of art magazine, as well as the cultural context of its emergence. The symbolist magazine did not only promote new trends in art and literature, but also formed the unique cultural phenomena. Being a platform for uncompromising and innovative findings, the symbolist periodicals have become a launching ground for such phenomena as symbolist journalism, symbolist criticism, new illustration, as well as advanced methods of arrangement of printed publications. The novelty of this research lies in determination, classification and detailed description of specific features that distinguish art magazines of the Silver Age, as well as revelation of a range of phenomena generated by this format of periodicals. It is demonstrated that besides the fact that art magazines of the turn of the century have become a unique diary of the era, which most clearly reflected its mentality, as well as evolution of art and thought of the late XIX – early XX centuries, they largely determined the cultural paradigm of the Silver Age. The presented materials and conclusions can be used in lectures and seminars on the history and theory of culture, the history of Russian journalism, development of the course “Art Magazines of the turn of the XIX – XX centuries”, as well as contribute to broadening of theoretical representations of the culture of the Silver Age.

Keywords: Symbolist journalism, The Scales magazine, The Golden Fleece magazine, The World of Art, Art magazine, Symbolism, The Silver century, Symbolist critique, Symbolist press, Apollo magazine

Abstract: This article is dedicated to rational interpretation of the novel “Cyclonopedia” by the Iranian philosopher and writer Reza Negarestani, which particularly draws attention of the young audience. The author believes that it is impossible to grasp such works without interpretation and reconstruction of their themes and contents. Implementing the claimed approach, the author discusses the crucial topic of openness in the novel and peculiarities of the poetics of “Cyclonopedia”. There are two different understandings of openness described by R. Negarestani: one that is attributed to common forms of sociality, proclaiming freedom and open relationships in one or another way; and “epidemic openness”, which overtakes a person, even against his will, and destroys him. The author analyzes the concept of openness, suggesting that on the one hand, the external can be interpreted as listening to the trends of the “futureculture”, while on the other ‒ as criticism and objectification of concepts that claim to know and predict the future, but in fact cannot go beyond the traditional representations of modernism. Explaining why Negarestani compares openness to food, the author offers to consider the Tibetan archaic ritual “Chod” (severance), going through which the monks offer themselves to be devoured by demons. Based on this, the author formulates an assumption that in the course of creating “Cyclonopedia”, Negarestani was affected by the ancient and mystical concepts, and may even have read Davin-Neel’s research on the Tibetan ritual. The author also suggests that certain other themes of “Cyclonopedia” also need to be reconstructed. The article analyzes the reality of the novel: in addition to discussing the theory-fiction genre, the author believes that the reality of “Cyclonopedia” is attributed to phenomenological, which represents the peculiarities the consciousness of R. Negarestani, rather than the external events.

Keywords: reality, reader, author, reconstruction, interpretation, текст, understanding, work, events, openness

Abstract: The subject of the research is the structural, compositional and motivational mechanisms of creating social advertisign in Spain and Russia. The object of the research is the social advertising in Russia and Spain. The author of the article pays special attention toi one of the main objectives of social advertising as a special form of communication for informational and motivational purposes. The purpose of the research isi to develop algorithms of social motivation and create attitudes that would encourage an addressee to commit socially approved actions necessary to maintain a healthy atmosphere in the society. This is a universal purpose of social advertising. The national peculiarity of social advertising is the genre framework, structural and compositional features and tone range. These peculiarities determine unique mechanisms of creation and impact of social advertising in different countries and viewed by the author within the framework of this research. The research method is the comparative analysis that is used to describe mechanisms of creation and impact of social advertising in Russia and Spain. The novelty of the research is caused by the growing role of social advertising in a modern society and the need to carry out an in-depth study and comparative analysis of mechanisms of creation and impact of social advertising in different countries for the purpose of using the experience of the foreign states to plan an advertising strategy and tactics and create social advertising in Russia. The main conclusion of the research is that the author describes the most essential features of the structural and compositional organisation of social advertising in Russia and Spain.

Keywords: advertising, structural and compositional features, tonality, motives, mechanisms of impact, Spain, Russia, social advertising, motivational mechanism, national peculiarity

Abstract: In her article Petrova brings forth current issues related to interpreting space and time under the influence of modern media. According to the author, TV and the Internet contribute to the diffusion of various cultures in the urban environment of modern Russia. This is the point where the traditional and the new, the urban and the rural, the hierarchical and the network collide. Mass media cause drastic changes in the temporality and spatiality of the modern rural life. Reconstruction of the space-time system and new perception of these most important basic categories play a principal role in transformation processes of the modern Russia's rural cultural life. The article is based on the empirical research conducted in rural territories of Russia (Rostov and Kostroma Regions). Data was collected using the methods of the in-depth interview (based on the guide) and observation (the author filled in the so-called observer's diary and included photos there). The author of the article notes that mass media create public spaces in private spheres. This leads to the alienation of the perception of rural territories and households. In her article Petrova also offers her own term to describe the media time. Taking into account peculiarities of the virtual time that brings in a special meaning into media practices, the author describes this time as 'reversible', i.e. the time that might change its direction. Media practices used by respondents tend to evolve around a single core which can be seen both in the material world and articulated meanings. In her article Petrova attempts to understand this phenomenon from the point of view of the sacral.

Keywords: media, everyday life, urban culture, TV broadcast, Internet, media consumption, space, temporality, network culture, hierarchic culture

Abstract: The phenomenon of rock’n’roll comes in the form of information-cognitive model, which consists of various components where the most important component is the geography of recording. The article reviews the history of the formation of recording industry in China, Vietnam, Laos, Mongolia, North Korea and, in part, in South Korea. Particular attention is paid to the communicative features of recording rock music under conditions of socialism. We propose practical ways of resolving some of the raised issues at a legal level in the fi rst place.

Keywords: cultural research, social communication, information-cognitive model, law, Asia, label, recording, shellac, rock music.

Abstract: Analysis of veritual and mass media technologies of communicaton shows a current tendency towards degradation of communication, depletion of its spiritual, personal and existential features and loss of the ‘depth of communication’. This tendency allows to speak of hierarchy of communication forms starting from meaningful personal communication to totally formal ‘protocol communication’ of computer systems. Quite on the contrary, philosophers and spiritual practitioners see the hierarchy of communicaitno forms starting from simple empiric communication – through the forms relevant to the stages of spiritual practice, - up to absolutely meaningful communciation that serves to exchange not only information but also existence. This is that Byzantian patristics called ‘perihorisis’. Since the degradation of human communication is one of the threats for the current anthroplogical and social situation, cultiviation of personal communcation and communcation form should be viewed as one of the strategies to overcome the anthropological crisis. New opportunities of such cultivation reveal the oncoming process of the society and conciousness reaching the post-secular paradigm.

Keywords: cultural stuies, anthropology, personology, Hesychasm, being, communication, mass-media, virtual world, personality.

Abstract: Visible phenomena created and transmitted with the help of electromagnetic signals do not have a mechanic body of a visible image of painting fabric, paper and such. Technical visual images do not make one whole with their material carrier (screen, for instance) but occurs as a result of many-stage technical process. The main feature of visual images is their immateriality and volatility of its location. Before the technological revolution of the New Times we dealt with other immaterial, only visual forms of perception. The author suggests to classify them as ‘conditionally visual’ and ‘naturally visual’ forms and traces back how the conditionally visual forms have been transforming in our modern civilization. The picture of the sky is interpreted as naturally visual – like a screen transmitting visual information which has esthetics and social topicality.

Keywords: cultural studies, visuality, information, remotability, astronomy, astrology, photography, TV broadcast, cinematograph.

Abstract: The author of the article views a new media reality as a challenge for the traditional art of writing. Artwork of a modern author A. Eisenberg from Odessa is believed to be one of the responses of literature to the challenge. The author of the article also raises a question about the border between educational norm and antieducational pathology in using media and creation of a new autonomous subject.

Keywords: cultural studies, information industries, holographic improvisation, media education, independent subject, challenge, fractal semiotics, global spectacle, adjustment of expectations, cultivation of needs.

Abstract: Linguistic communication created by human activity can turn into a factor guiding this activity. Variety and complexity of linguistic communication aggravate the social and cultural issues. The author describes the basic infl uences of linguistic communication on social and cultural realities: stimulation and organization, destruction, compensation, prognosis, context and contents, esthetics, social enter tain ment. The language is used at its most capacity by the society of high cultural development.

Keywords: cultural studies, social reality, linguistic communicant, structure of the thought, practical activity, linguistic picture of the world, meaning, feeling, psychological pattern, culture.

Abstract: The model realized in a communication library is probably the only change to teach the right behavior in a multipolar, globalized and mosaic space of modern reality. It can be achieved if a library is aimed at satisfying real problems and needs of its users instead of preserving the ideals of the past epochs; if the library strives at defining and focusing on common problems; if it tries to provide its room, information resources and communication channels for organization of modern ‘conference grounds’ with maximum service for a dialogue. Unlike the theatre, ‘school of life’, multicultural library is a ‘school of communication’ in the first place.

Keywords: cultural studies, culture, communication, library as a socio-cultural institution, traditions and innovations, globalization, world perception crisis, personal socialization, archetype, overcoming the barriers of misunderstanding