Novichenko Y. The mass culture of the second half of 20th century in the context of the processes of globalization

The dissertation is one of the first integrative researches, where the system analysis of the mass culture as phenomenon of culture creation of XX-XXI centuries is conducted. It is analyzed the evolution and formation of ecological, aesthetic, artistic movements of mass culture. The detailed analysis of communicative strategies, advertising and fashionable realities of mass culture is represented. Designer strategies of transformation of mass information and virtual indications of mass culture are determined. The mass culture appears as an adaptive complex which combines all possible cultural innovations. The process of globalization is examined as such that takes on the characteristics of "super cultural" integrator of traditional and national cultures.