IMAGE OF UKRAINIAN DANCE IN MASS MEDIA SPACE OF UKRAINE ON PERIOD OF INDEPENDENCE

Abstract

The article reveals the main change in the ways of representing the image of Ukrainian dance in the mass media space of Ukraine during the period of independence. It is noted that in the first decade there was a steady trend towards the disappearance of thematic programs dedicated to Ukrainian dance, broadcasts of concerts by folk dance groups, active penetration of modern dance on screens. Since the beginning of the 2000 s. regular attempts are made to revive interest in Ukrainian dance through television shows, but this often leads to a distortion of its artistic and aesthetic foundations. Elements of Ukrainian folk dance in the practice of humorous shows turn into kitsch, which forms an inadequate idea of dance and the national culture of Ukrainians in general. In the last decade, there has been an expansion of specific forms of media on the Internet, which requires powerful events aimed at popularizing Ukrainian dance through YouTube channels, blogs.