MODERN CONCEPTS OF CULTURAL ARCHETYPES IN THE CONTEXT OF VISUAL INTERNET CONTENT RESEARCH

Abstract

The purpose of the article is to reveal the essence of the concept of “cultural archetypes” and to outline the prospects of using modern concepts of foreign scientists in the research of visual Internet content. Methodology. An analytical, systematic and typological method was applied to study the phenomenon of the cultural archetype and its interpretation in the context of modern visual Internet content; the method of terminological analysis, interpretation and operationalization of concepts to understand and understand the meaning of the concepts “archetype” and “cultural archetype”; generalization method. Scientific novelty. The definitions of the concepts of “archetype” and “cultural archetype” are considered and summarized in the scientific works of modern foreign and Ukrainian researchers; the leading traditional and modern concepts of cultural archetypes are considered and the prospects of their extrapolation are outlined in the process of researching the problems of using cultural archetypes in visual Internet content. Conclusions. Summarizing the theoretical works dedicated to the study of the phenomenon of cultural archetypes, it can be stated that based on traditions, cultural archetypes produce stereotypes ‒ absorbing ideas about the surrounding reality, accumulating the historical experience of the people, the habits of past generations and fixing it in a schematic image of one’s own or someone else’s ethnic community as a result of repeated meaningful and emotional emphasis of people’s consciousness on certain phenomena. The extrapolation of the definitions of the concept of “cultural archetype” presented in the modern scientific dimension to the problem of visual Internet content allows us to consider it as a certain deep setting that does not change and is not realized by a person, but is actualized in new historical situations and determines the idea of a person, his place in the world, moral ideals and value settings that determine people’s life patterns, passing through centuries-old layers of history and cultural transformations and preserving their meaning and meaning in the normative and value space of modern media culture. Modern concepts of the cultural archetype (M. Mark and K. Pearson, D. Lee, H. Adnan, Y. Gong, D. Midgley, S. Veneik, D. Hrispotoulos, etc.) can contribute to understanding and understanding the processes of perception of other people, characters and plots presented in visual Internet content. In particular, the development of the problematics of the peculiarities of the construction of photos and videos in social networks based on cultural archetypes is considered a promising direction for further scientific research.