Denysyuk Z. Мass culture as the factor of transformation of national-cultural identity in the conditions of globalisation

The dissertation on competition of a scientific candidate's degree on cultural science on a speciality 26.00.01- The theory and history of culture. - The Nationals Academy of Leading Cultural and Art Personnel, Kyiv, 2010. The dissertation is devoted revealing of features of a mass culture in the conditions of globalisation and its influence on national-cultural identity which is shown in its strengthening pluralism, refusal of rigid structure, complication of identification model. On an advertising example it is investigated mythology a mass culture which form illusory space in which limits the choice of cultural identity is carried out. It is proved, that the screen culture creates the virtual world which offers individuals behavioural templates, images, inducing to formation cultural identity, the distinct from traditional. The substantiated conclusion, that by means of a mass culture, mass media, the Internet national-cultural identity of societies changes, strengthening the mosaic and a fragmentariness.