CINEMA AS A CULTURAL INDUSTRY: MODERN MYTH-MAKING

Abstract

This article analyzes the possibilities of using cinema to create and disseminate myths (political, social, cultural). At the same time, the role of cinema as a cultural industry is noted, where the creation of screen reality acts as a special type of myth-making, which is evaluated not only in terms of economic effect, but, above all, as a mechanism for creating new original images of social and therapeutic value. A film work is considered as a sign ensemble, while it is determined that the level of saturation with signs and the choice of sign systems are subject to the author's intention, accordingly, the question naturally arises: what is the author's intention “subject to”. At the same time, mass cinema builds its influence in such a way that the addressee receives the maximum possible emotional impression with guaranteed pleasure. Therefore, it is “tuned” to the “general” public with the maximum average degree of perception, with the most famous iconic signs. The paper provides an analysis of the mythology of Soviet cinema, Hollywood myth-making. According to the author of the article, the creators of modern myths, without ignoring the terms and concepts of "myth-making" and "mythologization", operate with a new concept - "mythotechnologies", which, depending on the goals, differ for cinema in that in the process a "new mythological image" or an existing one will be used.