MASS CULTURE: MODERN ASPECTS OF RESEARCH

The new socio-economic situation in our in recent decades is characterized by an active implementation in public consciousness of popular culture. Today there is foreign and national cultural and philosophical literature a noticeable lack of consensus about nature of popular culture that still causes a mismatch positions of contemporary scholars about its conceptual apparatus. Popular culture is a concept that has many scientific and theoretical approaches to their study and determination of its features today. According to researching evolution of term begins on general concept of category of and theory of society and object of theoretical study of popular culture is in 30 – 40's of XX century. The transition to an industrial is most active phase of study of popular culture. According to phenomenon of mass culture within humanities and specialized in modern is ambivalent. The ideological position is considered concept of mass culture is very subjective and depends on conventional reference points or topics that are selected by any researcher or public character to justify his relationship to popular culture. Most Russian culture experts believe that culture that created masses is ground on which later arises and flourishes high art because it reflects spiritual, emotional and experienced fixed tastes and feelings of individual states and their satisfaction or dissatisfaction with world, focus on achieving harmonious interaction with it, embodies hopes, desires and ideal representation of masses. They distinguish following characteristics of mass culture: proximity to basic human needs, growing demand for its products focus on natural, closer to instinctive, primitive sensuality and emotion, always strict subordination of power in society, simplicity in producing a quality product consumption. Ukrainian and Russian researchers interpret identically that popular culture and folk art is in a provider. Ukrainian scientist Danilyuk A. explores concept of popular culture in relation to folklore and proves that it has a number of features. First of all it points to its connection with classical culture, which makes it different from folk; argues that one reason for spread of mass culture in is withering away of folklore. Russian scientist Ivanov G. consideres identity and popular culture, such as impact of latest features in formation of identity. He emphasizes that popular culture has both positive and negative effects on human identity. Polish scientist and science fiction Lam S. argues that popular culture is the amount of social technologies. Thus we can conclude that mass culture is actually not culture in general and that is form, which takes cultural development in terms of industrial civilization, in terms of mass industrial society. Today popular culture represents a higher socio-cultural category, a new form of socialization and inculturation individual guidance in his life and work conditions that are constantly changing, a new system of manipulating his mind, needs, interests, demand, and value orientation and behavior. At beginning of XXI century popular culture is a specific way of understanding of reality and adapt to it, describing specifics of production and distribution of cultural property. Recently popular culture is firmly entrenched in our and therefore became object of studing of modern Ukrainian scientists and cultural studies. Some authors explore key aspects of problem field of phenomenon of mass culture in new plane in domestic scientific thought. Among them Ukrainian scientists such as: Hundorova T., Zabuzhko O., Svidzinsky A., Vovkun V., Masenko L., Poplavsky M., Sinkevych O. and work of young scientists Zastolska V., Danilyuk A., Logvinov V., Pohribna V. etc. Therefore analyzing contemporary socio-cultural reality Zastolska V. offers a definition of mass culture as one that is not based on development and modification of certain provisions relating to analysis of state of culture and in socio-cultural development and to its theoretical reflection as full of cultural modernity with relevant theme. Professor Svidzinsky A. examines popular culture based on highly controversial nature of interaction of culture with consciousness of individual. According to Vovkun V.: Culture is absorbed into mainstream culture moreover not his cut or not able to recommend or develop a strong centralized state. Popular culture as a phenomenon has a right to exist, but problem is that? for example, inUkraineit is usually not Ukrainian. Ukrainian scientist Masenko L. analyzes mass culture in relationship between concepts and language of popular culture. In her view language barrier between elite and mass culture slows and complicates process of establishing a new for several reasons. Mishchenko N. emphasizes that negative interpretation of popular culture does not meet modern social and cultural processes. Denisyuk Zh. in thesis of culture as a factor in transforming national and cultural identity in context of was first who examines popular culture as one of main agents of cultural globalization which has impact on national and cultural identity. Popular culture is an universal crops or characteristic of general population, cosmopolitan, a variety of contemporary culture. Therefore modern mass culture is a complex form of organization and structuring of cultural life of that creates and cultural product and consumer.