ВІРТУАЛЬНІСТЬ МАСОВОЇ КУЛЬТУРИ ЯК ПОЛЕ КОНСТРУЮВАННЯ УЯВНИХ ІДЕНТИЧНОСТЕЙ
Virtual mass culture as an imaginary identities construction field

Summary/Abstract: The article is dedicated virtualization contemporary cultural environment, and in particular, mass culture. Are the main features and characteristics of the phenomenon of virtuality, analyzes the process of virtualization in terms of its positive and negative implications for human rights. Particular attention is paid to the role of virtual reality in the formation of imaginary individual identities, as well as the creation of virtual images in the process of communication on the Internet.The rapid development of information and computer technology, new media, which greatly intensified since the last decades of the twentieth century. Leads to the transformation of not only economic and technological spheres of human activity, but also changing the face of culture and society, creating new cultural phenomena, based on the information and technical substrate. Modern cultural space, preferably formed mass culture, significantly expanding its boundaries through online net-works that fundamentally changed the outlook of man, his self-awareness, and general semantic-symbolic codes of culture. A technological platform has become an integral and enhance the global spread of mass culture.Being in the center of communication flows and new cultural practices, one is confronted with problems of identity. On the one hand, there inclusiveness mass culture, absorbing their individual cultural and behavioral matrices, on the other hand is to intensify existing identity that under these conditions is shown in offers plurality of cultural identities rights. A favorable environment for the implementation of such requirements become virtual reality, which is a special type of verbal-visual and communication systems and defines new principles of culture and human existence in it. Virtuality immerses man in semantic-symbolic space, giving opportunities not only unlimited communication of information and introduction to virtual communities of interest, the knowledge of his own "I", thus forming a single type (subculture) virtual space (the network).The total space filling social media means of communication that repeatedly reproduce and reproduce their images produced, causes a specific organization of life, it sensitivity, which is included in daily communication flow models and stereotypes. Communication networks now provide many opportunities for individuals to be included in various virtual "community", which are formed by certain rules and able to self-form new identity cards.Digital information environment that is increasingly gaining momentum, has the ability to simulate a non-existent reality immersed in it man and affect the senses as nearly true reality.Mass communication as translators streams of popular culture offer different advertising themes, form the "Day", with particular emphasis in the video, are person-specific strategies and behaviors different social groups, which respectively raise desire or to identify with them, or vice versa to be in opposition to them. These "partial" fragmented identity gradually formed a certain semantic concept which, however, appears very movable structure depending on the socio-cultural situation.Іnstead of material objects with a certain amount of physical capacity occurs intangible digital information (audio, visual). With the help of stereoscopy stereophonic sound and it has the ability to reproduce images of reality.Іn terms of total media distribution of information flows that are increasingly filled with socio-cultural practices of human rights, individual identity is not a constant category, but always dynamic and changing process. Identity in the virtual space, which chooses the man partially correlated with the elements of the game (although it helps to solve some psychological problems and overcome barriers) and may take the plurality.Virtual reality leads to a new understanding of the value of the symbol and image, concrete sense and abstract mental cognition. It can be seen as a new technique of representation, which largely determines the aesthetic experience.Virtual reality is increasingly becoming a medium of communication and socialization of individuals. Virtual Communities offset the net deficit of global communication for persons in need of correction, socialization, integration. Online communities – is also new opportunities identity (status, sexual), the inclusion of which generates a sense of be-longing, removes man from cultural or national status and identity in a disabled space global world.The virtual world, creating the illusion of freedom representation of human in it, his "I", modeling it according to their own desires, going beyond this constituted identity, at the same time has a major impact on the human mind, consciousness, worldview. Reality perception virtual world creates great opportunities for manipulation of consciousness, changes in the personal interpretation.

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