Ametova L. Artistic-figurative polymorphism of Eugenia Gapchyn¬ska's work in the context of mass Culture of Ukraine.

The study is devoted to an exceptional phenomenon of Ukrainian art culture – artistic-figurative polymorphism of the work of the contemporary domestic artist E. Gapchynska.. For the first time, an attempt was made to comprehensively comprehend the artistic achievements of this author in 2000–2020 in the field of mass Сulture. Sources of inspirations of E. Gapchynska's creativity, formation of her artistic manner, artistic features of the artist's handwriting, specific means of expression, stylistic landmarks, appeal to different types of design, as well as related industries, have been considered. Knowledge that contributes to the commercialization of art and its wider dissemination. For the first time, on the basis of a comprehensive study of the works of art, most of which are works from private collections, or consumer goods with motifs of easel works by E. Gapchinskaya, a holistic picture of the artist’s world, its fundamental moments in creativity, was made. The general assessment of the author's activity in certain directions of the development of modern pop culture is made, thanks to which her figurative and artistic dominants became recognizable and the works became a finished artistic product for a wide range of consumers in the cultural life of Eastern Europe. The source base of the study is based on works, primarily from private collections, published on the World Wide Web. In particular, presented on YouTube, Pinterest, Instagram, on Facebook pages (photos of the art archive of E. Gapchynska and her Kyiv gallery).