Self-identification of mass cultural subjects in the conditions of social transformation

Pisarevskaia N. S.

Interest in the phenomenon of mass culture arose more than a hundred years ago, reflected in many studies in various fields of social and humanitarian knowledge. The main groups acting as subjects of mass culture since the 20th century, in the era of globalization and in many respects the unification of the cultural space, the elite and the masses are considered, since it is they who have a direct impact on the processes taking place in modern society and are active in the field of transformations. Today, comprehension of the ways of self-identification of subjects of mass culture in the context of social transformations, their mutual influence, both at the conscious and unconscious levels, is acquiring special relevance.

Keywords:self-identification, mass culture, subject, mass, elite, transformation.