Naratyvinis tapatumas ir popkultūra
NARRATIVE IDENTITY AND POPULAR CULTURE

Summary/Abstract: The author asks what place is occupied by advertising and popular culture in our living space. The article deals with the role of these phenomena of culture in the narrative identity. The author follows the attitude that a narrative has the aspects of both event and language. The thesis of this article is as follows: the identity develops as a narrative, i. e. with the help of language and narrative events. The narrative is being treated as existential, allowing to emplotment of an event-phenomenon. The latter expands the existential whole. The existential-phenomenological approach does not allow separating the elite culture from the mass culture. According to the author, phenomena of any culture may become part of our existential narrative if they withstand the competition with other phenomena. The phenomena are in this context things or persons that may be included in our existential whole and may expand it.

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