Shapinskaya Ekaterina Nikolaevna,
Doctor of Philosophy, Professor,
Russian State University of Physical Education,
 Sport, Youth and Tourism.
e-mail: reenash@mail.ru

Practice of mass culture. Myths and Heroes

Abstract. The article is a continuation of the theme of mass culture, the theoretical aspects of which have been reflected in previous publications. Turning to the analysis of practices of mass culture, the author views it as a space for creating modern myths and interpreting an archaic myth. In this connection, the concept of the modern myth is analyzed, as well as the most common forms of its actualization. On the example of successful masscult projects, the mechanisms of myth creation in a (post) modern cultural situation are shown. Another aspect of this theme is the cult of heroes, an integral part of both archaic and modern mythology, which has become widespread in mass culture.

Keywords. Myth, mass culture, cultural practices, mass media, icon, hero, fantasy, advertising, consumption, screen culture.
 

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[3] Ibid. P. 19.
[4] Ibid. P. 132.
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[7] Ibid. P. 245.
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[10] Ibid.
[11] Ibid. C. 81.
[12] Ibid. C. 98.
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