Donij N. The Value Dynamics of the Mass Culture

The thesis is dedicated to the phenomenon of "mass culture" taken in context of its value transformation and dynamic changes. The aesthetic specifics of functioning of the mass culture in the epochs of Modernism and Post- Modernism are investigated, as well as the "axiological shift" of the universum of the modern pop- culture. The correlation of the evolution and involution of the basic aesthetic categories and values is revealed together with the co-evolution of the universal for human and ethno-national valuable senses. The analysis of the aesthetic characteristics of the feminization culture as the way out of the "crisis of masculine", of the mutation-like changes in the values of a ethnic mentality as the spiritual nucleus of national culture is given. The aesthetic mechanisms of functioning of the universal vales in the context of ethno-national tradition are investigated on the material of the phenomena of fashion and advertising as the most economically developed kinds of popular culture, particularly in Ukraine.