Zastolska V. Mass culture as a factor in the formation of values and normative principles in Ukrainian society.

The thesis based on a theoretical study of the phenomenon of mass culture and its values and normative principles. The scale of international community, unprecedented scale of information and communication space and development of information technology gives a mass culture. The dissertation has analyzed social and cultural phenomenon of mass culture that characterizes the specificity of the production and dissemination of cultural values in modern society. The work is motivated by the mass culture as a serious obstacle to the development of national cultures especially in developing countries at the beginning of the XXI century. Ukraine, which became the path of democratic reforms, in an attempt to build their national culture is undergoing ideological rift of transitional phase of the development. The dissertation proposes mass culture as a kind of culture in a modern society that propaganda mass of life, mass life style and general system of mass thinking. We issued the mass culture creates a symbolic superstructure above the constant reality and community perceives it as a reality or a full substitute. Thus in their concrete manifestations commitment gets attention of people through the following main methods for developing value-normative principles as eskapizm, trivialism, stereotyping and other hidden manipulative influences in the following ways of organization of the Ukrainian discourse such as PR, propaganda and advertising.