AXIOLOGICAL ASPECT OF THE “PUPPET THEATRE” OF FASHION MANNEQUINS IN CINEMA

Abstract

The relevance of the study is due to the constant attention of philosophy to issues related to the nature of human values, their connection with the human personality, sociocultural factors and contexts. One of the approaches to studying this issue is based on the concept-metaphor of the “puppet theater of being”, which allows us to actualize the understanding of the role and place of a person in society and to trace changes in value orientations. Examples of this understanding occur in cinema, where the functions of dolls are sometimes performed by fashion mannequins. The dramaturgy of such films often addresses basic human values, so the analysis of such films (or individual episodes) in the discourse of axiological issues of social philosophy is justified and relevant. The purpose of the study is to identify and understand the axiological content of the functions of fashion mannequins in the dramaturgy of modern cinema. The main research methods are analysis and synthesis methods, comparative analysis and art criticism. Research has revealed at least three characteristic ideas of such plots: the mannequin appears as an object of realization of the creative (artistic, design) potential of the main character; the mannequin turns into an active advertising promoter, capable of persuading anyone to buy anything; the mannequin, as an artificial model of a person, can be a substitute for a living person in imitating social relationships. Each of these plots is based on a combination of the functions of mannequins as visual aids for displaying clothes with the functions of dolls in puppetry. And the semantic content of such plots forms the communicative and game system human – mannequin – context as a component of the “puppet theater of being”. Such plots not only make the dramaturgy of films more complex and multifaceted, but also contribute to reflections on the contradictory nature of Human, on his ability to include in his circle of interests both simple material needs and basic spiritual values.