THE GENESIS OF POWER: THE ROLE OF IDEOLOGY IN THE MODERN WORLD
Author(s):
Natalia OTRESHKO – Institute for Cultural Research of the National Academy of Arts of
Ukraine, Kyiv, Ukraine
Hanna CHMIL– Institute for Cultural Research of the National Academy of Arts of
Ukraine, Kyiv, Ukraine
Valerii BITAIEV – National Academy of Arts of Ukraine, Kyiv, Ukraine
Nadiia KORABLIOV – V.N. Karazin Kharkiv National University, Kharkiv, Ukraine
Natalia Zhukova – National Technical University of Ukraine “Igor Sikorsky Kyiv
Polytechnic Institute”, Kyiv, Ukraine
Abstract: The phenomenon of power accompanies the whole history of mankind. In any protosocial community, at the level of biological packs, power is expressed in the distribution of dominance-subordination relations between biological individuals. Such a distribution in biology is due to the need for the pack to survive, to fit into the changing ecosystem conditions.
In the course of the study, the characteristics of ideological discourse in industrial social space, the distinguishing features of a totalitarian ideological discourse, the modern form of ideology – the invisible ideology of postmodernism – have been analysed. It was concluded that the two leading principles of postmodernism – tolerance and hedonism today are faced with a new traditionalism or rather a new archaic mass consciousness. As a result of this clash, most likely, a new form of ideological discourse will appear, more severe than postmodernism and more rationally justified than nationalism or religious fundamentalism.
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