The scientific novelty of the obtained results lies in the fact that in the dissertation, in particular, for the first time: features of archetypes in modern visual content of social media are revealed; the leading traditional and modern concepts of archetypes are analyzed, the prospects of their extrapolation are outlined in the process of researching the problems of representation of archetypes in the visual content of social media; the specificity of myth-making in the digital society in the context of the visualization of mythological images in online communities is clarified; the main characteristics of archetypes represented in modern visual content of social media are summarized and their typology is proposed; features of archetypal images of Ukrainian traditional culture are revealed and the trend of their transformation in modern visual content on social network platforms is traced; the peculiarities of the use of archetypes (K. Pearson's concept) in modern professional and user visual content of social media are considered using the example of blogs and advertising videos; analyzed archetypes as cultural universals and typical images of social media visual content; the representation of the Fatal Woman archetype in the visual content of TikTok was analyzed, the transformation of the archetypal image was traced in the context of the specific requirements of social media platforms for content creation; the archaic mythological structures of video games and virtual game worlds are investigated.
The practical significance of the obtained results is determined by the possibility of using research materials and results in the educational process when teaching cultural disciplines. The main provisions and conclusions of the study can become the basis for scientific developments in the field of cultural studies; to enrich lecture courses in institutions of higher education in the artistic direction; contribute to the development of special courses and seminar classes.
The conclusions, in particular, state that the visual content of social media, considered as content (hypertext, video, image, creative product), created by a certain author or a group of authors and published/displayed on the Internet, combines specific for the virtual information and communication space canons of imagery and as of the beginning of the third decade of the 21st century. is positioned as one of the main channels of broadcasting archetypal images, plots and motifs. Typology of visual content is possible according to: 1) authorship: user content and professional; 2) in form: memes and GIF files, videos, interactive texts, live streaming, short videos, iconography.
The archetype in the context of the creation and distribution of visual Internet content is interpreted as a certain deep setting that does not change and is not realized by a person, but is actualized in new historical situations and determines the idea of a person, his place in the world, moral ideals and value settings that set patterns of people's life activities, passing through centuries-old layers of history and cultural transformations and preserving their meaning and meaning in the normative and value space of modern media culture. By the means of visual content of social media, a mythologized picture of modern society is created in the minds of users, key media images and general ideas about reality are fixed in the mind, archetypes and mythologems are reproduced (the conscious borrowing of a theme or motif from a myth, as opposed to their unconscious reproduction in traditional mythology).
It is emphasized that the digital society is characterized by the creation of myths in the virtual space in the process of convergence of images of traditional mythology and mass culture with the use of innovative information and communication technologies and their further distribution in social media. The process of creating mythological narratives takes place thanks to the visualization of archetypes and meanings of mass culture with an emphasis on current events and images with the obligatory translation of one's own worldview and philosophical orientations, views on specific situations and their emotional evaluation. As a result of the change in the mythological worldview in the visual culture of the digital society, the symbolic potential of the myth is separated from its immediate carrier, explication, reflection and versatile processing. In the visual context of social media, the mythological image is subjected to rationalistic, pragmatic and artistic-aesthetic treatments in accordance with the functioning mechanisms of mass Internet culture.
