SOCIO-POLITICAL MYTH: MYTHS MAKING AND MYTH CREATIVITY IN THE PRISM OF MODERN COMMUNICATE PRACTICES

Abstract

The analysis of myth within the political science of the humanities does not contain precise guidelines for solving current problems of rethinking the role of myth in the transit society, highlighting the possibilities of using the mobilizing potential of myth in achieving positive social changes. Therefore, the need to outline a new understanding of the phenomenology of modern myth, conceptualization of the problem field of political myth as a factor in forming new qualities of political consciousness of Ukrainian society, clarifying the content, efficiency, morality, instrumentality of mythmaking in a transformational society determines the relevance of the research topic. The dynamics of socio-cultural change at the present stage raises new problems associated with the crisis in the political sphere, exacerbated by the virtualization of social relations. Social myth-making is an integral part of public life, and election campaigns are the clearest example of it. Consciousness of the transformational stage of development of Ukrainian society is a favourable basis for change, but it is particularly inclined to manipulation. Mythology in society can be an excuse, a pretext to assert one’s inaction. In a crisis society, given the low legitimacy of power, the technological role of artificial political myths in the aspect of manipulation of public consciousness is fully revealed. Thus, the figurative language of political communication constructs a sacred political reality by modeling the idea of it, constituted in the form of significant constructive facts, relevant to the Ukrainian political culture ‘mythotext’, which the collective personality reads. Therefore, communication through myth is a model of one-way political communication. Socio-political myth effectively structures the vision of the present and the future, but complicates conscious political choices.