CINEMA AS A DIGITAL MEDIA TEXT: CHANGING SOCIO-CULTURAL PRACTICES IN A GLOBALIZED SOCIETY

Abstract

The aim of the article is to study the phenomenon of cinema as a digital media text, which is undergoing transformational changes under the influence of globalization processes, digitalization and new communication formats in the modern media space, where the boundaries between the author, the viewer and the digital platform are becoming increasingly blurred.
Methodology. The methodological basis of the study is a set of methods: cultural, socio-communicative and semiotic in order to determine the specifics of digital cinema text as an interactive phenomenon.
Scientific novelty. For the first time, the work outlines the phenomenon of cinema as a digital media text in the context of the transformation of cultural practices of a globalized society. It is shown that digital cinema ceases to be just an artistic artifact and increasingly acquires the functions of a communication medium and a tool for constructing new identities. The mechanisms of reformatting the receptive interaction between the viewer and the text are revealed, and new forms of participation emerge – from interactive viewing to collective virtual co-creation.
Results. As a result of the research, it was found that the digital age has led to a change in the very nature of cinema as a media, where the screen becomes a space for social interaction, and the viewer is an active participant in the communicative process. Cinema has evolved from a linear narrative into a polyphonic hypertext that integrates aesthetic, technological and cultural dimensions. Therefore, all these processes contribute to the formation of a new culture of perception, namely a networked, visual-communicative one, in which cinema acts as a key factor in the formation of global media reality.
Practical significance. The research materials of the article will be useful in courses on film history, digital culture and media communication, and cultural studies.