ЧУДО НА ПРОДАЈУ Феномен чуда у новим медијима
MIRACLE ON SALE The miracle phenomenon in new media

Summary/Abstract: The status / nature of a miracle in new media, and contemporary Western civilization will be problematised in this paper through the examples of advertisements on the internet. Quick and effective cures for the most difficult and persistent diseases (cancer, psoriasis, nail fungus and the like) have already been examined as a form of the tran- sformation of miraculous healing folklore narratives in the relevant literature. Contem- porary narratives, however, differ significantly from oral templates in the elimination of the transcendent and the transformation of a miracle into market value. It is not only health that is on offer in the present internet culture, but basically everything: beauty, potency, longevity, eternal youth, various skills (learning a language in a couple of weeks, mnemonic techniques), earning a salary without working, etc. The range of the offered ‘instant miracles’ in advertisements and the formulative ‘recipes for happiness’ provide the material for the reconstruction of the contemporary Western society value system and dislocate the miracle phenomenon from the emic to the etic perspective.

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