Pashkevich M. Spectacular forms of public relations in contemporary Ukrainian culture

The thesis is devoted to the study of forms of entertainment Public Relations (PR) in contemporary Ukrainian culture. This paper considers the spectacle as a special phenomenon that is run of all cultural space and steps as a fundamental element of society. Here is done of historical cultural excursion into the problem of establishment entertainment forms, which influenced on formation of public opinion. The main essential feature of carnival as an archetypal spectacular form was designated. It has been analyzed the function of sight in the postmodern worldview. The cultural situation in Ukraine marked of trend of growth of visual images, various forms of entertainment in all areas. With the development of visual technologies spectacle got new features - they became an instrument of political and ideological struggle. Humanistic potential of modern forms of entertainment PR is the impetus to seek a "new identity" of man, overcoming the stage of being marginal, the presentation of new types of modern performance communication, that provide sources of self-esteem and the formation of new hierarchies of cultural significance.