REMAKE IN CONVERGENT MEDIA

Abstract

The article explores the convergent environment of cinema as a synthetic art form and mass communication medium, analyzes the prerequisites for the emergence of popular culture through the development of media. The influence of cinema as an industrial practice on the essential changes in culture in general is revealed. It is determined that cinema is not only an industrial practice of creating films, but also a carrier and conductor of meanings in the aesthetic and socio-cultural dimensions that can deeply influence society, changing and shaping its moral and ethical principles, norms and values.Cinema, which is both an art form and a mass communication medium due to its specificity, acts as a tool for realizing various goals and shaping the values and needs of the audience. With the development of digital technologies and the transition of art to the digital dimension, certain long-term projects on the verge of industrial and cultural practice, called media franchises, are emerging, supported by the transformative strategy of remaking. Remake as a general transformative strategy performs an integrative function, connecting all the links of a media franchise with each other, developing them independently. A film, becoming part of a media franchise, reflects the characteristic features inherent in the media and becomes a carrier of certain messages and images that directly or indirectly shape the ethical and moral principles of the audience. Cinema, as a synthetic audiovisual art form and a means of communication, has an extraordinary impact on the audience in the context of its functioning in a technocentric society, exerting a soft influence and transforming the values and stereotypes of world perception established for a particular society, which leads to a change in the socio-cultural reality and cultural paradigm of a particular society.