36. MASS CULTURE

mass culture called a set of consumer elements of culture, produced in large volumes in an industrial way. It is a culture of everyday life, presented to the majority of society through a variety of channels, including the media and communications.

The formation of mass culture is associated with the formation of an industrial society. The prerequisites for this were the gradual increase in the status of urbanized life and the expansion of democratic institutions - the wider entry of ordinary people into active civil life.

The spread of universal literacy played a huge role in its formation. New technical means: printing, cinema, gramophone, television, the modern Internet - have significantly increased the possibilities of disseminating mass culture.

Through the mechanisms of mass culture, a modern person receives almost all the information necessary for life - about the necessary style of behavior, lifestyle, career, relationships between people, etc. Food, clothing, housing, household appliances, household items, education - all this also affected by the sphere of influence of mass culture.

Mass culture becomes a means of stimulating consumption (any product becomes valuable if it becomes a subject of mass demand), for which advertising is actively used, on which huge amounts of money are spent.

Works of popular culture are based on universal psychological (psychophysiological) characteristics and perception mechanisms that do not require special training of the audience. Mass culture is aimed primarily not at contemplative, but at emotional perception. This one-sidedness has led to a number of negative aspects of mass culture. For a long time, evaluating mass culture, critics spoke of its baseness, the vulgarity of its products, created for the needs of an undemanding and undeveloped public. The orientation of mass culture towards consumption, and not towards creativity, is also causing a negative reaction today.

But mass culture also has many positive aspects. Its main achievement is the spread of universal literacy of the population, the availability of cultural values ​​to most people. The general level of modern mass culture is increasing all the time, and its general moral level is also expected to rise.

Mass culture is now a way of existence of modern culture. Mass culture sets new forms of inculturation and socialization, a new system of control and manipulation of people's consciousness, their interests and needs.

Author: Barysheva A.D.

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