Khrenov N.A. Publicity in Traditional and Virtual Forms as a Cultural Phenomenon. Article One.

Abstract: The subject of the present research is the nature and functions of publicity as a cultural phenomenon. However, the concept of publicity as it is viewed by the author of the article has a very distinct chronological framework. In particular, the author views the process of creation of a new form of publicity in the cities of the Modern and Contemporary Periods. If we apply the sociological approach to the matter, we can see that the creation and development of a new form of publicity relates to the transfer from the pre-industrial society to the industrial society. Generations of the second half of the XXth century have already faced another kind of transfer, i.e. the transfer from the industrial soiety to the post-industrial society. As far as publicity in the cities of the Modern Period are concerned, it retains most of its traditional forms. However, as public communications develop based on new technologies, publicity loses its traditional forms and becomes an expression of space virtualization. The author tries to define anthopological features of publicity both in traditional and virtual forms. The main methological approach to the analysis of publicity is the sociological approach. In addition, the author has used the historico-genetic approach. Khrenov has also appealed to observations made by experts in social and culural studies who study early forms of the society. The author of the article believes that archetypical dual formulas that appeared at the early stages of history can become active at the later stages of the social development. As an example, the author analyzes the playful opposition between Great Russians and Lesser Russians described in ancient Russian chronicles. The novelty of the research is caused by the fact that as a research object the author views different forms of publicity starting from archaic funny rituals, behavior of merchants at fairs, noble and merchant clubs and ending with publicity forms realized in virtuality. The author tries to define and specify such features of publicity as theatricism, spectacularity, playful and festive nature. Special attention is paid to the relation between the society and theatre. 

Keywords: