THE MASK IN THE EXPERIENCE INDUSTRY AS A SOCIO-CULTURAL TOOL FOR DESIGNING A FASHIONABLE IMAGE

Abstract

The article is devoted to the study of the mask phenomenon in the experience industry as a fashionable means of self-expression and an actual tool for the representation of cultural meanings. An attempt is made to analyze the meaning of the mask in archaic and modern culture, the novelty is associated with the study of the social mask and digital mask as a fashionable element of socio-cultural communication. The issue of the representation of a person through disguise is extremely acute today, due to the 2020 pandemic and the associated need to wear a mask in the life of every person as an object of daily use. The purpose of the study is to substantiate the role of the mask as a fashionable symbol of modern culture, combining the functions of a means of protection, a utilitarian and ritual object, decoration, image and communication code.

For citation:
Kondakova, Yu. V. (2023). The mask in the experience industry as a socio-cultural tool for designing a fashionable image. Experience industries. Socio-Cultural Research Technologies (EISCRT), 1 (2), 69-84. (In Russian). https://doi.org/10.34680/EISCRT-2023-1(2)-69-84