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2024 #6 Yanovska V.

« 2024. # 6 (180)

The Ethnology Notebooks. 2024. № 6 (180), 1604—1609

UDK 82-343-044.922:[316.77:004]

DOI https://doi.org/10.15407/nz2024.06.1604

SEMIOTIC ASPECT OF MYTH TRANSFORMATIONS IN THE CONTEXT OF MODERN MEDIA CULTURE

YANOVSKA Viktoria

  • ORCID ID: https://orcid.org/0009-0002-8014-0726
  • 2nd year Master’s student of the Faculty of Decorative
  • And Applied Arts, Mykhailo Boichuk Kyiv State Academy
  • of Decorative Applied Arts and Design,
  • 32, Mykhaila Boichuka St., Kyiv, 01014, Ukraine,
  • Contacts: e-mail: victoriya7337@gmail.com

NEDOSHOVENKO Tamara

ORCID ID: https://orcid.org/0000-0001-5023-978X

  • Professor of the Department of Monumental and Easel Painting,
  • Kyiv State Academy of Decorative Arts
  • and Design named after Mykhailo Boychuk,
  • 32, Mykhaila Boichuka St., Kyiv, 01014, Ukraine,
  • Contacts: e-mail: tamaranedosovenko@gmail.com

Abstract. The purpose of this article is to explore the semiotic aspects of myth transformation. It analyzes how traditional mythological symbols and narratives change under the influence of digital media and the globalized information space. An important aspect is the study of the mechanisms through which modern media reinterpret and utilize myths. Study methods. The main research method is semiotic analysis, which allows the study of mythological symbols, signs, and their meanings in contemporary media. This method will be used to examine mythological narratives in various forms of media culture (cinema, advertising, social networks) to identify their structure, functions, and impact on the audience.

Results. The study showed that contemporary media culture actively uses mythological symbols and narratives to create new forms of mass communication. Modern audiences, through digital media, have the opportunity to actively interpret and modify mythological symbols, creating their own versions of narratives. Conclusions. The research confirmed the importance of semiotic analysis for understanding the role of myths in contemporary media culture. Myths not only undergo reinterpretation but also become important tools for influencing mass consciousness, shaping perceptions of the world. The transformation of myths in the context of the digital age points to new forms of interaction between audiences and media, where symbols are constantly changing and adapting to new realities. The use of mythological narratives in media also contributes to the creation of new ideological frameworks that influence the perception of reality by modern societies.

Keywords: Digital culture, ideology, mass consciousness, media culture, mythology, narratives, semiotics, symbols, myth transformation.

Received 5.11.2024

REFERENCES

  • Stasevska, O.A. (2019). Historical memory and social myth as forms of interpreting the past. Visnyk of Yaroslav Mudryi National Law University. Series: Philosophy, Philosophy of Law, Political Science, Sociology (Pp.  165—181) [in Ukrainian].
  • Geertz, C. (Ed.). (1973). Myth, symbol, and culture (Pp. 40—45). Norton. URL: https://books.google.com.ua/books?id= P77btQEACAAJ (Accessed: October 19, 2024).
  • Huppatz, D.J. (2011). Roland Barthes. Mythologies. Design and Culture, 3 (1), 85—100. URL: https://doi.org/10.2752/175470810X12863771378833 (Accessed: October 19, 2024).
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