GAMES WITH CLASSICS, OR MEDIATIZATION OF CLASSICAL RUSSIAN LITERATURE IN THE SPHERE OF GOODS AND SERVICES

Minets Diana Vladimirovna

The article examines the literary component of modern media consumption culture, in particular, the subject of analysis is the methods of transformation and forms of use of classical Russian literature in the field of goods and services. We analyzed over 150 items of goods on the popular marketplaces «Wildberries» and «Ozon», which in one way or another use literary material in the naming of their products. The network environment is actively mastering the literary heritage, implementing educational and cognitive, communication, relaxation and creative functions. To adapt a traditional text in the media space, digitalization, visualization, creative interpretation and creation of one’s own content are used, based on the classics transferred to modern realities. Mediaculture actualizes the literary text, stimulating interest in the creative exploration of reality among the mass audience.

Keywords:mediatization of literature, intertext, allusion, reminiscence, naming, media space, media format