INTERACTIVITY OF ARCHETYPE TYPES AS AN INSTRUMENT OF POLITICIZATION OF MODERN DIGITAL ART

Abstract

The article analyzes the phenomenon of the digital media art as a mass media communication. The interdependence of the means of artistic expression of the digital art and modern technologies of information transfer and storage is determined. This allows us to consider the phenomenon of the digital media art as an integrated part of the mass media communication system, which greatly enhances the potential of the narrative influence. The forms of interaction between the art and politics are examined on the example of reinterpreting the archetypes by the means of the artistic expression. The key role of the organization of the self-identification process for establishing the political control and the place of mass media communication in this process is emphasized. On the example of the computer games the process of transformation of the mass media communication into a self-sufficient object of the art is studied. The computer games are classified according to the tools of the narrative influence. Using the principles of coding theory, it is determined that the virtual space of a computer game, through the interactivity of the gameplay, converts any user messages created in the framework of feedback into simulacrum, that is, renders them meaningless. This allows the computer game to be regarded as an isolated channel of communication. The presence of an isolated information channel with one-sided virtual modeling of the social reality, the prototype of which is the modern computer games, allows to revive the ancient practices of the manipulation of the archetypes, but with the capabilities of the 21th century. It is noted that the attempts to use the potential of the phenomenon of the media art as a means of mass media communication for the political purposes are situational in nature and are explained more by the recursive nature of the interconnectedness of the art and politics. At present, the political institutions do not consider the virtual reality of the computer game as an effective means of the political control, and computer game itself as a separate mass media communication.