Mythodesign as a Sociocultural Technology of Designing Modern Myths: Visual Aspect

Abstract

The purpose of the study is to reveal the role of mythology as a manipulative tool for the creation of social illusions, which form the “picture of the world”. Consider relationships between mythodesign and art, and advertising. Justify that advertising design is an aesthetic facet of mythodesign. Research methodology. The methodological basis of the research is made of the analytical, systematic, and comparative methods, as well as theoretical developments in the field of art history, cultural studies, and psychology. Scientific novelty consists in deepening and expanding aspects of the analysis of design technologies that reflect the dynamics of form formation in the system of different spatiotemporal cultural coordinates. Mythodesign is characterized as multiple interpretations of an informational text in visual forms, where the specificity of the phenomenon lies in the fact that it is based on a matrix-type message, understandable for everyday consciousness, and oriented to its inherent archetypes of world perception. It is considered and theoretically justified that advertising design is an aesthetic component of mythodesign. Conclusions. Mythological consciousness is an integral part of the human worldview. Research of mass culture myth-making gives reason to talk about the great possibilities of mythodesign in creating a virtual “picture of the world” and social illusions in various spheres of life. It is justified that mythodesign creates design models in which objects are transformed into mythological components of almost endless sequences that are synchronized with the same infinity of ideas about the “picture of the world”. The aesthetic facet of mythodesign can be characterized as a creative series of images created by advertising design and perceived by society as a sensory reality. It was found that the objects of the natural environment, “passing” through the visual design objectification, become signs that the consciousness assigns certain meanings. In such a situation, the instrumental potential of mythodesign, which allows visual information to be shaped into aesthetic images, becomes relevant.