The relevance of this subject is related to the development of information technology and new media, which has allowed wide access to cinema as a visual activity. The information media space is increasingly connected to human existence, and the demand for intangible goods and services inherent in post-industrial society is causing increasing demands for intellectual products outside the science and production industry. In this context, the purpose of the study is to identify the plane of the significance of the staged reality of cinema as a dominant form of synthetic art, the attitude between artistic and nonartistic features of staged reality on the example of fiction and documentary cinema, and to outline the transformation of the structure of film reality as a constructor and medium. The principal approaches to the study were structural and hermeneutic approaches to structural analysis in terms of the semiotics of culture of cinema reality sign space and the use of interpretive practices on textual objects. At the level of basic structures, the interaction between meaning and signification and the transformation of the semantic matrix of cinema as a form of art is discussed, at the level of discourse the individual film picture.
The purpose of the study is to analyze the impact of artistic space commercialization on the development of the artistic process and to find out the growth factors of the latest digital masculinity on the audience. The research methodology consists in the application of the following methods: historical – analysis of sources on the problems of conflict between works of art and a commercial product; theoretical – a study of the factors of growth of the influence of the latest digital masculinity on the audience; practical – work with archival videos related to iconic figures in the development of cinema in Ukraine and the world. Scientific novelty. The influence main stages of digital and information technologies on the development of modern cinema and serial production are investigated. It was found that the all-encompassing aggressive commercialization of the art space and the latest digital masculinity are increasingly negatively affecting the development of the art process. Conclusions. In the course of the article, we have proved that technical and technological development, human greed and ignorance kill real cinema. Art has become a commercial product for its own human enrichment – without immersion in the depths of the human psyche.
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