ADVERTISING AS DIGITAL MYTH-MAKING : CONSTRUCTING ONLINE REALITY

Abstract

The study analyzes the specifics of decolonization processes within contemporary Ukrainian socio-humanitarian
discourse. It identifies a three-stage logic of cultural transformation: the identification of imperial products, their displacement,
and the construction of «authentic» forms. The author substantiates the need for a critical revision of classical postcolonial
studies, which long ignored the Soviet context due to the USSR's instrumentalization of anti-colonial rhetoric during the Cold
War. The article highlights the conceptual shift from Marxist categories of class to the explanatory principles of culture and
ideology. Particular attention is paid to the epistemic gap between the universal model of Western capitalism and the
phenomenon of «colonial modernity», where capital integrates into pre-modern hierarchies. It is argued that for the Ukrainian
context, the primary object of decolonization is 20 th-century «socialist modernity» – a specific enlightenment project that
served as the foundation for contemporary national identity formation. The findings allow for the mapping of vectors for the
emancipation of Ukrainian culture from the epistemic dominance of Russian imperialism through a rigorous reflection on the
Soviet legacy