THE EXPERIENCE INDUSTRIES AS A SPACE FOR THE APPLICATION OF "SOFT POWER"

Abstract

The article considers the possibility of using “soft power” tools in the space of modern “cultural industries”. Most researchers focus their attention on the criticism of mass culture, considering it too commercialized, and therefore broadcasting exclusively primitive content. We have also made an attempt to look at mass culture as a mechanism of non-military aggression against a certain country. Cinema has been chosen as a tool for the implementation of “soft power”, which has the maximum possible (in comparison with other types of art) emotional impact on the “recipient” and, in addition, introduces certain values into the viewer’s consciousness that affect the entire “cultural core” of society. Aggression against a certain country using the tools of “soft power” will be aimed at destroying its cultural block. From our point of view, the integrity of a country includes three main components. The first component (we will call it “population”) consists of a certain set of people who must reproduce themselves by satisfying various needs. The second block (“culture”) should provide the existence of the “country” with universal consistent criteria that allow heterogeneous elements of society to overcome their individual, national, group and class egoism. The third block (“management") is responsible for the implementation of cultural norms and their observance. Classic “hot” wars are usually aimed at destroying the first element of the country (“population”) and undermining the material basis of society. The so- called “color revolutions”, first of all, affect the third component – “management’. Whereas the “soft power”, mobilizing mass culture among other things, seeks to nonviolently introduce its own ideas and meanings into the “cultural core” of the enemy.

For citation:
Smirnov, V. A. (2022). The experience industries as a space for the application of "soft power". Experience industries. Socio-Cultural Research Technologies (EISCRT), 1 (1), 117-136. (In Russian). https://doi.org/10.34680/EISCRT-2022-1(1)-117-136