Review: The subject of the present research is the nature and functions of publicity as a cultural phenomenon. Among numerous forms of historical research, the most famous ones are history of society, history of state, history of culture, history of communication and history of art. However, the development of history of art goes in parallel with history of public, i.e. the environment where art functions. The environment either contributes to the development of an intensive art life or, on the contrary, puts brakes on the development of art. Moreover, history of public is also the history of a more general phemonenon - publicity that is manifested not only in art but also in rituals, fairies, festive, sport, entertaining and theatrical forms. What is publicity considering that it is an intermediate element between history of art and history of society? What forms of publicity have been known throughout history? What functions has publicity performed in history? These are the questions the author covers in his article and chooses as the subject of his research. Taking into account that history of publicity is a form of history of society, the author has used the sociological approach to studying features of publicity because the sociological approach completes the historical approach. Sociology dictates a differentiated approach to society and, therefore, to publicity. In his article Khrenov describes the features of publicity attributed to pre-industrial, industrial and post-industrial societies. The author also focuses on the transfer of publicity forms that are typical for the industrial society to the publicity forms that are representative for post-industrial societies that create virtual forms of publicity based on developed technologies. Khrenov also pays attention to the contribution of so-called 'the third class' to the development of new forms of publicity. The novelty of the research is caused by the fact that the processes ongoing in the cities of the Modern and Contemporary Periods, in particular, those that are typical for new forms of publicity, have consequences for not only the society but also culture in general. Publicity is also a sphere of creative culture, thus the author has also applied the cultural approach to studying publicity as the subject of the present research. Publicity is the phenomenon that is related to both culture and society. To prove it, the author appeals to the theatrical life of the XVIIIth century when future virtual forms of publicity associated with television and Internet started to appear.
Keywords: virtual publicity, festivity, emotional contact, emotional deficiency, theatricism, duality, communication, publicity, industrial society, public
References:
Sigele S. Prestupnaya tolpa. M., 1998;
Sennet R. Padenie publichnogo cheloveka. M., 2002;
Russo Zh.-Zh. Pis'mo d, Alamberu o zrelishchakh // Russo Zh.-Zh. Izbrannye sochineniya v 3 t., t. 1., M., 1961;
Redklif-Braun A. Struktura i funktsiya v primitivnom obshchestve. M., 2001;
Po E. Polnoe sobranie rasskazov. M., 1970;
Platon. Sochineniya v 3 t., t. 2., M., 1970;
Pisemskiy A. Sobranie sochineniy v 9 t., t. 7. M., 1957;
Obukhovskiy K. Psikhologiya vlecheniy cheloveka. M., 1972;
Nitsshe F. Sochineniya v 2 t., t. 2., M., 1990;
Nitsshe F. Volya k vlasti. Opyt pereotsenki vsekh tsennostey. M., 2005;
Mel'nikov A. Ocherki bytovoy istorii Nizhegorodskoy yarmarki. 1917-1917. Nizhniy Novgorod., 1917;
Moskovskoe kupecheskoe sobranie. Istoricheskiy ocherk. M., 1914;
Luman N. Real'nost' massmedia. M., 2005;
Lotman Yu. Poetika bytovogo povedeniya v russkoy kul'ture KhUIII veka // Lotman Yu. Izbrannye stat'i v 3 t., t. 1. Stat'i po semiotike i tipologii kul'tury. Tallinn., 1992;
Lebon G. Psikhologiya narodov i mass. SPb., 1995;
Lotman Yu. Teatr i teatral'nost' v stroe kul'tury nachala KhIKh veka // Lotman Yu. Izbrannye raboty v 3 t., t. 1. Stat'i po semiotike i tipologii kul'tury. Tallinn., 1992;
Levi-Stros L. Strukturnaya antropologiya. M., 1983;
Karamzin N. Pis'ma russkogo puteshestvennika. L., 1984;
Kanneti E. Massa i vlast'. M., 1997;
Istoriya chteniya v zapadnom mire ot antichnosti do nashikh dney. M., 2008;
Zombart V. Sovremennyy kapitalizm. t. 2., M., 1904;
Zolotarev A. Rodovoy stroy i pervobytnaya mifologiya. M., 1964;
Zedl'mayr Kh. Utrata serediny. M., 2008;
Dodonov B. Emotsiya kak tsennost'. M., 1978;
Dzhekobs D. Smert' i zhizn' bol'shikh amerikanskikh gorodov. M., 2011;
Dzhekobs D. Zakat Ameriki. Vperedi Srednevekov'e. M., 2007;
Debor G. Obshchestvo spektaklya. M., 2011;
Golubinskiy E. istoriya russkoy tserkvi., t. 1. Period pervyy, kievskiy ili domongol'skiy. 1 pol. toma. M., 1901;
Veblen T. Teoriya prazdnogo klassa. M., 1984;
Bulgakov S. Dva grada. Issledovanie o prirode obshchestvennykh idealov. SPb., 1997;
Biblioteka literatury Drevney Rusi., t. 1. KhI-KhII veka. SPb., 1997;
Bernshtam T. Molodezh' v obryadovoy zhizni russkoy obshchiny KhIKh-nachala KhKh v., L., 1988;
Bernshtam T. Budni i prazdniki: povedenie vzroslykh v russkoy krest'yanskoy srede (KhIKh-nachalo KhKh v. ) // Etnicheskie stereotipy povedeniya. L., 1985;
Abramyan L. Pervobytnyy prazdnik i mifologiya. Erevan., 1983;
Snegirev A. Russkie v svoikh poslovitsakh. M., 1834;
Tard G. Zakony podrazhaniya. M., 2011;
Tennis F. Obshchnost' i obshchestvo. SPb., 2002;
Toffler E. Tret'ya volna. M., 1999;
Fuks E. Illyustrirovannaya istoriya nravov. Galantnyy vek. M., 1994;
Fuks E. Illyustrirovannaya istoriya nravov. Burzhuaznyy vek. M., 1964;
Khrenov N. Chelovek igrayushchiy v russkoy kul'ture. SPb., 2005;
Khrenov N. Predely eskalatsii kommunikativnykh tekhnologiy: nostal'giya po ploshchadi // Kul'tura i iskusstvo. 2014., ¹ 1-2;
Khrenov n. Zrelishcha v epokhu vosstaniya mass. M., 2006;
Chaadaev P. Stat'i i pis'ma. M., 1989;
Charskiy V. Khudozhestvennyy teatr // Krizis teatra. 1908;
Shchepanskaya T. Molodezhnye soobshchestva // Sovremennyy gorodskoy fol'klor. M., 2003
D. G. Trunov Performans kak artterapevticheskaya tekhnika. // Psikhologiya i Psikhotekhnika. - 2010. - 11. - C. 63 - 69.
Dunyaeva M.M. Rol' i znachenie sredstv massovoy kommunikatsii v sovremennykh politicheskikh protsessakh // Politika i Obshchestvo. - 2014. - 10. - C. 1252 - 1257. DOI: 10.7256/1812-8696.2014.10.13267.
Dunyaeva M.M. K voprosu ob osobennostyakh informatsionnogo protivostoyaniya Rossii i Gruzii // Pravo i politika. - 2014. - 11. - C. 1686 - 1690. DOI: 10.7256/1811-9018.2014.11.13266.
Yu.V. Lobanova Sotsiokul'turnye posledstviya globalizatsii
i problema dialoga kul'tur. // Filosofiya i kul'tura. - 2011. - 4. - C. 130 - 136.
References (transliteration):
Sigele S. Prestupnaya tolpa. M., 1998;
Sennet R. Padenie publichnogo cheloveka. M., 2002;
Russo Zh.-Zh. Pis'mo d, Alamberu o zrelishchakh // Russo Zh.-Zh. Izbrannye sochineniya v 3 t., t. 1., M., 1961;
Redklif-Braun A. Struktura i funktsiya v primitivnom obshchestve. M., 2001;
Po E. Polnoe sobranie rasskazov. M., 1970;
Platon. Sochineniya v 3 t., t. 2., M., 1970;
Pisemskiy A. Sobranie sochineniy v 9 t., t. 7. M., 1957;
Obukhovskiy K. Psikhologiya vlecheniy cheloveka. M., 1972;
Nitsshe F. Sochineniya v 2 t., t. 2., M., 1990;
Nitsshe F. Volya k vlasti. Opyt pereotsenki vsekh tsennostey. M., 2005;
Mel'nikov A. Ocherki bytovoy istorii Nizhegorodskoy yarmarki. 1917-1917. Nizhniy Novgorod., 1917;
Moskovskoe kupecheskoe sobranie. Istoricheskiy ocherk. M., 1914;
Luman N. Real'nost' massmedia. M., 2005;
Lotman Yu. Poetika bytovogo povedeniya v russkoy kul'ture KhUIII veka // Lotman Yu. Izbrannye stat'i v 3 t., t. 1. Stat'i po semiotike i tipologii kul'tury. Tallinn., 1992;
Lebon G. Psikhologiya narodov i mass. SPb., 1995;
Lotman Yu. Teatr i teatral'nost' v stroe kul'tury nachala KhIKh veka // Lotman Yu. Izbrannye raboty v 3 t., t. 1. Stat'i po semiotike i tipologii kul'tury. Tallinn., 1992;
Levi-Stros L. Strukturnaya antropologiya. M., 1983;
Karamzin N. Pis'ma russkogo puteshestvennika. L., 1984;
Kanneti E. Massa i vlast'. M., 1997;
Istoriya chteniya v zapadnom mire ot antichnosti do nashikh dney. M., 2008;
Zombart V. Sovremennyy kapitalizm. t. 2., M., 1904;
Zolotarev A. Rodovoy stroy i pervobytnaya mifologiya. M., 1964;
Zedl'mayr Kh. Utrata serediny. M., 2008;
Dodonov B. Emotsiya kak tsennost'. M., 1978;
Dzhekobs D. Smert' i zhizn' bol'shikh amerikanskikh gorodov. M., 2011;
Dzhekobs D. Zakat Ameriki. Vperedi Srednevekov'e. M., 2007;
Debor G. Obshchestvo spektaklya. M., 2011;
Golubinskiy E. istoriya russkoy tserkvi., t. 1. Period pervyy, kievskiy ili domongol'skiy. 1 pol. toma. M., 1901;
Veblen T. Teoriya prazdnogo klassa. M., 1984;
Bulgakov S. Dva grada. Issledovanie o prirode obshchestvennykh idealov. SPb., 1997;
Biblioteka literatury Drevney Rusi., t. 1. KhI-KhII veka. SPb., 1997;
Bernshtam T. Molodezh' v obryadovoy zhizni russkoy obshchiny KhIKh-nachala KhKh v., L., 1988;
Bernshtam T. Budni i prazdniki: povedenie vzroslykh v russkoy krest'yanskoy srede (KhIKh-nachalo KhKh v. ) // Etnicheskie stereotipy povedeniya. L., 1985;
Abramyan L. Pervobytnyy prazdnik i mifologiya. Erevan., 1983;
Snegirev A. Russkie v svoikh poslovitsakh. M., 1834;
Tard G. Zakony podrazhaniya. M., 2011;
Tennis F. Obshchnost' i obshchestvo. SPb., 2002;
Toffler E. Tret'ya volna. M., 1999;
Fuks E. Illyustrirovannaya istoriya nravov. Galantnyy vek. M., 1994;
Fuks E. Illyustrirovannaya istoriya nravov. Burzhuaznyy vek. M., 1964;
Khrenov N. Chelovek igrayushchiy v russkoy kul'ture. SPb., 2005;
Khrenov N. Predely eskalatsii kommunikativnykh tekhnologiy: nostal'giya po ploshchadi // Kul'tura i iskusstvo. 2014., ¹ 1-2;
Khrenov n. Zrelishcha v epokhu vosstaniya mass. M., 2006;
Chaadaev P. Stat'i i pis'ma. M., 1989;
Charskiy V. Khudozhestvennyy teatr // Krizis teatra. 1908;
Shchepanskaya T. Molodezhnye soobshchestva // Sovremennyy gorodskoy fol'klor. M., 2003
D. G. Trunov Performans kak artterapevticheskaya tekhnika. // Psikhologiya i Psikhotekhnika. - 2010. - 11. - C. 63 - 69.
Dunyaeva M.M. Rol' i znachenie sredstv massovoy kommunikatsii v sovremennykh politicheskikh protsessakh // Politika i Obshchestvo. - 2014. - 10. - C. 1252 - 1257. DOI: 10.7256/1812-8696.2014.10.13267.
Dunyaeva M.M. K voprosu ob osobennostyakh informatsionnogo protivostoyaniya Rossii i Gruzii // Pravo i politika. - 2014. - 11. - C. 1686 - 1690. DOI: 10.7256/1811-9018.2014.11.13266.
Yu.V. Lobanova Sotsiokul'turnye posledstviya globalizatsii
i problema dialoga kul'tur. // Filosofiya i kul'tura. - 2011. - 4. - C. 130 - 136.