Abstract: The object of the research is the phenomenon of the artificial reality. The authors of the article analyze theoretical and practical aspects of the nature of the artificial reality. They interpret these factors as the factor of transformation of collective consciousness based on instrumentalization of one's previous experience which relates to an intensive use of basic mythologemes in contemporary pop culture. Scandinavian myth is an example of such mythologemes. The subject of the research is the mythologemes and various archetypical constructs as these are presented in the Gothics gaming universe interpreted by the authros as a specific marker of the gaming industry development. The authors base their research on using chronological and semiotic methods as well as the method of historicism. The novelty of the research is caused by the fact that the author analyzes gaming universes (based on the analysis of one of them) as a mechanism of transformation of collective consciousness in terms of contemporary pop culture development. For several decades computer industry has used the phenomenon of Scandinavian myth that is based on provinciality with a feelable fatalistic tendency which has become one of the factors of popularization of the Nordic archetype and all its attributes in a modern multicultural global society which is the result of both conscious and unconscious use of this image. 

Abstract:  
The subject of this research is the use of archetypical constructs within the framework of cinematic universe “The Game of Thrones”. The object is the phenomenon of the modern audiovisual arts. The key aspect of the topic is the analysis of application of the phenomenon of “Scandinavian myth” in modern film industry. This phenomenon is interpreted as a factor of transformation of mass consciousness that illustrating a set of “social myths” of globalization era, which is traced in a broad range of movies. The presented features are generalized on the example of created from the novels by G. Martin cinematic universe “A Song of Ice and Fire”, which in is named “The Game of Thrones” film’s release and is one of the brightest examples of “new mythology” in mass consciousness. The author makes the following conclusions: one of the development trends of film industry is the active use of cliché complex, which forms a special cultural reality interpreted as a Scandinavian myth, based on the fatalistic providence; using the phenomenon of time and space manipulation, the hi-tech types of art form the new models of “intellectual field”, which disrupt the outdated information and semantic structures of cultural space. This leads to implementation of the principle of balanced unity, referred to the collective unconscious. Thus, these models develop the concepts of mythology of art, its interrelation with society, which is expressed in the effect of satisfaction of the demands of gross audience.