THE ROLE OF IDEOLOGY IN TODAY’S VISUAL CULTURE (ON THE EXAMPLE OF UKRAINIAN CINEMATOGRAPHY)

Abstract

In the modern world visual culture plays an extremely important role. First of all, it is the source that has the greatest influence on the formation of social consciousness and identity. This is due to the fact that thinking through visual images is most appropriate for a modern person. Perception of content through memes, short videos, photos, etc. is therefore almost the only source of obtaining information, and hence the formation of stable forms of impressions, ideas or identification markers based on it. Cinema can also be called one of the most influential elements of this culture. It not only reflects reality, but also actively expresses the ideological narratives that dominate in society. Ukrainian cinema, passing through complex historical and political stages of its formation, has become an important means of broadcasting ideology, which reflects national aspiration, historical memory and cultural values. The purpose of the article is to investigate the necessity and role of ideology in visual culture, in particular in contemporary Ukrainian cinema. Among the main tasks, it is extremely important to reveal the essence of the influence of ideological aspects on the national identity formation and public attitudes. The research methodology – analysis of the situation of the Ukrainian cinema context, interpretation of films. The scientific novelty consists in the revision of the situation of Ukrainian cinema, the analysis of various genres and new heroes, in particular female heroes, and the need for ideology in connection with the new social demand. Conclusion. The publication analyzes the connection with the start of the war in 2022 and Ukrainians’ awareness of the need to create their own highquality cinema, which will contribute to the formation of national identity and the development of a conscious society, instead of copying foreign cultural trends.