PHENOMENON OF «ENTERTAINMENT» IN THE SYSTEM OF NETWORK COMMUNICATION

Abstract

The relevance of the problem. The emergence of a system of network communications, virtual reality, multimedia culture, hypertextuality, creolization lead to a rethinking of the traditional discourse of the phenomenon of «Entertainment». This is due to the fact that at the beginning of the XXI century in the socio-cultural space of Ukraine, and not only Ukraine but also around the world, this phenomenon is not only an important cultural component, but also a certain existential concept, which reveals the relationship of the individual with himself. , with other people in the aspect of formation of conditions of carrying out of our leisure in an online format in system of network communications.

Research methodology. The research methodology consists in the application of analytical method Kryvoy Rog  to determine the theoretical and methodological foundations of the study of the phenomenon of «Entertainment» in the discourse of postmodernism and modern culture; the hermeneutic method Kryvoy Rog  for the interpretation of the semantic content of the phenomenon of «Entertainment» in the context of system of network communications.

The scientific novelty. In fact, the format of «Entertainment» is a factor in the development of modern socio-cultural space of Ukraine, covers many areas of our lives, it is politics, economics, social sphere, media, show business, advertising. With the gradual transition of many spheres to the aspect of digital transformation, the phenomenon of «Entertainment» acquires new features and is seen not just as an «entertainment industry», but is a fundamental principle of philosophical cognition, through which people can experiment with artificial reality. reflecting reality, as it was in traditional discourse, and modeling this reality.

Result. The phenomenon of «Entertainment» in the system of network communications is a form of visual culture. One of the characteristic features of the phenomenon of «Entertainment» in the system of network communications is intertextuality and clip consciousness. Lack of clear logic, rational basis, mosaicism, situation of absurdity, minimization of the volume of the sign, short intense images in the framework of fragmentary and temporary modular alarms of information – all this is a sign of the phenomenon of «Entertainment» in network communications.

The practical significance. The key results of this research can be used by authors and researchers in the development of courses in cultural studies.