Landiak O. The strategies of the identity construction in the TV-serials in the Ukrainian mediaspace

3. The object of the research is TV-serials in the ukrainian mediaspace. The aim is to define the discourse contexts that stipulate the strategies of the identity construction in the TV-serials in ukrainian mediaspace. The methods have complex and plural specific, concordantly the modern mediaphilosophical developments. The theoretical results of the thesis and its novelty. The main constructs that have influence on the identity processes in the heterogeneous Ukrainian audience are discovered, concordantly to the phenomenon of the “seriality”, namely the constructs of the fantasm, escapism, divided overcoming and the crisis of identity; the mythology of “hero”, “tricster”; the representation of “success”, nationalism, antiglobalizm, multiculturalism and the narrative elements, such as rangeability of form, using characters-antagonists, binaryness of their interuction. The practical significance of the thesis. The results of the investigation allow to establish the main mechnisms of the TV-serials strategies of the identity construction and to define their discourse conditionality that can be used in the educationsk process (special courses in philosophical anthropology, philosophy of culture, ukrainian culture), and also in practical measures, such as culture communication, cretion the proper media projects and similar.7452