Apocalypse of Art (Cinema. People. Close-up.)

Abstract

The purpose of the study is to analyze the impact of artistic space commercialization on the development of the artistic process and to find out the growth factors of the latest digital masculinity on the audience. The research methodology consists in the application of the following methods: historical – analysis of sources on the problems of conflict between works of art and a commercial product; theoretical – a study of the factors of growth of the influence of the latest digital masculinity on the audience; practical – work with archival videos related to iconic figures in the development of cinema in Ukraine and the world. Scientific novelty. The influence main stages of digital and information technologies on the development of modern cinema and serial production are investigated. It was found that the all-encompassing aggressive commercialization of the art space and the latest digital masculinity are increasingly negatively affecting the development of the art process. Conclusions. In the course of the article, we have proved that technical and technological development, human greed and ignorance kill real cinema. Art has become a commercial product for its own human enrichment – without immersion in the depths of the human psyche.