Mythologization of the woman and her image in the discourses of postmodern mass culture

  • Nataliia Novokshonova Dnipro National University of Railway Transport named afterAcademician V. Lazaryan
Keywords: gender, mythologeme, visualization, consumerism, ideology, high culture

Abstract

The intellectual context of the early 21st century, defining new topics and subjects of research, is de facto blurring the boundaries between high and low culture, emphasizing mass culture as a phenomenon that appears to be a means of seeking distractions in the real world. In the problematic field of postmodernism, mass culture represents how an ordinary person describes himself/herself as an individual in temporal and local dimensions. When contemporary culture represents a woman in the mainstream media, a woman is by definition the primary object of creating mythologemes, usually related to the goals of consumerism. Of great importance is that the illusory world created in the imagination deforms the existing world view in which femininity is still more often represented as a biological quality. The goal of the paper is an interdisciplinary analysis of the issues of gender mythologization in postmodern philosophy and culture. The above-mentioned demonstrates the need for applying the principles of systematic analysis with a focus on hermeneutical interpretation of texts of mass culture. It should be stressed that femininity and embodiment in their combination hold a specific place in the postmodern culture; the latter is vividly represented in all genres of mass culture: both in television shows and series (Netflix, HBO, NBC, MTV) and on the wide screen. This goes to prove the phenomenon of unprecedented visualization used in different genres of mass culture. On the presumption that the heroine of mass culture in the early 21st century is an artifact, the authors of feminine artifacts are continuing to use the dominant myths of patriarchal culture, with certain changes. Therefore for the emergence of new dynamics in the mythologization of femininity, it is important to disburden women of the fear of patriarchal masculinity. Today this problem is solved in the artistic field of mass culture in its highest echelon of gender myths and mythologemes (C. Buckley, A. Monro, M. Atwood, L. Moriarty et al.).

References

Bem, S. L. (2004). Linzy gendera. Transformatsiya vzlyadov na problemu neravenstva polov [Gender lenses. Transformation of views on gender inequality]. Moskva : ROSSPEN [in Russian].

Benjamin, W. (1969). The Work of Art in the Age of Mechanical Reproduction. Illuminations. Essays and deflrction. (pp. 217–252). New York: Schocken Books.

Chanter, T. (2006). Gender: Key Concepts in Philosophy. London: Continuum.

Delez, Zh. (2001). Empirizm i subektivnost. Kriticheskaya filosofiya Kanta. Bergsonizm. Spinoza [Empiricism and subjectivity. Kant's critical philosophy. Bergsonism. Spinoza]. Moskva : PYeR SE [in Russian].

Drotianko, L. H. (2013). Masova kultura i masova svidomist v umovakh hlobalizatsii [Mass culture and mass consciousness in the conditions of globalization]. Visnyk NAU. Seriia: «Filosofiia. Kulturolohiia» – Bulletin of NAU. Series: "Philosophy. Cultural Studies", 1 (17), 5–10 [in Ukrainian].

Eliade, M. (2010). Aspekty mifa [Aspects of the myth]. Moskva: Akademicheskiy Proekt [in Russian].

Fuko, M. (2004). Arkheologiya znaniya [Archeology of knowledge]. Sankt-Peterburg: ITs "Gumanitarnaya Akademiya", Universitetskaya kniga [in Russian].

Gusserl, E. (2009). Idei k chistoy fenomenologii i fenomenologicheskoy filosofii [Ideas for Pure Phenomenology and Phenomenological Philosophy]. Moskva: Akademicheskiy Proekt [in Russian].

Hulevskyi, S. (2015). Sotsiokulturna zumovlenist reprezentatsii zhinochosti ta muzhnosti u teleserialakh [Socio-cultural conditionality of representation of womanhood and manhood in television series]. Problemy humanitarnykh nauk. Seriia: «Filosofiia» – Problems of the humanities. Series: Philosophy, 35, 155–165 [in Ukrainian].

Jameson, F. (2009). Postmodernism, or The Cultural Logic of Late Capitalism. London, New York.

Kokhan, T. H. (2018). Mifichni siuzhety: dosvid kinointerpretatsii [Mythical Plots: The Experience of Film Interpretation]. Kulturolohichna dumka – Cultural thought, 14, 46–51 [in Ukrainian].

Ksenofontova, N. A. (2008). Vlast kak tsentralnyy vopros vo vzaimootnoshenii polov i v gendernykh issledovaniyakh [Power as a central issue in gender relations and gender studies]. Gender i vlast: semya, obshchestvo, gosudarstvo – Gender and power: family, society, state. (pp. 9–18). Moskva: In-t Afriki RAN [in Russian].

Lotman, Yu. M. (2010). Chemu uchatsya lyudi. Stati i zametki [What people learn. Articles and notes]. Moskva: Tsentr knigi VGBIL im. M. I. Rudomino [in Russian].

Melnychuk, M. M. (2016). Naukovo-fantastychni filmy i samopiznannia osobystosti [Science-fiction movies and self-knowledge of personality]. Psykholohiia i personality – Psychology and personality, 2 (10), part 2, 175–188 [in Ukrainian].

Mukhamed, Naim. (2003). Televidenie v kontekste globalizatsii kultury [Television in the context of globalization of culture]. Extended abstract of candidate`s thesis. Moskva. Retrieved from https://www.dissercat.com/content/televidenie-v-kontekste-globalizatsii-kultury [in Russian].

Panek, M. (2012). The Postmodern Mythology of Michel Tournier. Сambridge University Publishing.

Smith, E. L. (2012). Thomas Pynchon and the Postmodern Mythology of the Underworld. First printing Edition Peter Lang Inc.

Uiler, G. (2011). Geshtaltterapiya postmoderna [Gestalt therapy of personality]. Moskva: Smysl [in Russian].

Usov, D. V. (2002). Mifolohizatsiia svidomosti v suchasnomu suspilstvi [The mythologization of consciousness in modern society].Extended abstract of candidate`s thesis. Kyiv [in Ukrainian].

Vedenskaya, T. (2013). Soderzhanki [Kept women]. Moskva: Eksmo [in Russian].

Vlasova, T. & Martseniuk, L. (2019). Interpretive subjectivity and gender relativism in the theories of postmodernism. Interdisciplinary Studies of Complex Systems, 14, 99–105.

Vlasova, T. І. (2016). Kultura VS kulturalizm v diskursakh i praktikakh postmoderna [Culture VS Culturalism in the discourses and practices of postmodernism]. Naukovo-teoretychnyi chasopys – Scientific-theoretical journal, 1(7), 16–20 [in Russian].

Vlasova, T. І. (2018). Diskursivnost tela i telesnosti v filosofii i kulture postmoderna [Discursiveness of the body and corporeality in the philosophy and culture of postmodernism]. Vseukrainska naukovo-praktychna konferentsiia z mizhnarodnoiu uchastiu do 95-richchia Melitopolskoho derzhavnoho pedahohichnoho universytetu imeni Bohdana Khmelnytskoho (20-21 kvitnia 2018 r.) – All-Ukrainian Scientific and Practical Conference with International Participation to the 95th Anniversary of Bohdan Khmelnytskyi Melitopol State Pedagogical University (April 20-21, 2018). R. Oleksenko (Ed.). (pp. 7–11). Melitopol: Vyd-vo MDPU im. Bohdana Khmelnytskoho [in Russian].

Zborovska, N. V. (2007). Suchasna masova literatura v Ukraini yak zahalnokulturna problema [Contemporary mass literature in Ukraine as a cultural problem]. Slovo i Chas – Word and Time, 6, 3–8 [in Ukrainian].

Zeisler, A. (2009). Feminism and Pop Culture. New York : Seal Studies.

Zurbrugg, N. (2005). Critical Vices : The Myths of Postmodern Theory. London, New York : Routledge.

Published
2020-08-10
How to Cite
Novokshonova, N. (2020). Mythologization of the woman and her image in the discourses of postmodern mass culture . Scientific and Theoretical Almanac Grani, 23(5), 28-38. https://doi.org/10.15421/172050
Section
SOCIOLOGY