Kitsch as a Mirror of Pop Culture in the Era of Hyper-Reality

The purpose of the study is to define the features of kitsch in the context of its application in contemporary pop culture. To investigate the relationship between kitsch and hyperreality using Baudrillard's philosophical theory of hyperreality. The research methodology includes general scientific principles of systematisation and generalisation of the problem under study, which made it possible to identify and scientifically substantiate existing theories, conceptual approaches to understanding the content of the concepts of “kitsch”, “hyperreality”, “grassroots” and “high” culture. The following methods were used: analytical, historical, and comparative. The historical method helped to find the origins of kitsch and establish the chronology of its development. The comparative method was used to identify and search for properties and characteristics based on the collected information. The use of the analytical research method helped to analyse the data and form hypotheses based on it. The scientific novelty is a comprehensive consideration of kitsch in the context of its application in the modern era of hyperreality. On this basis, the specific features of kitsch were synthesised, namely: hyperbole, idealisation, commercialisation, loss of authenticity, superficiality, vulgarity, template, imitation (parody), mass and emotional manipulation. Conclusions. Contemporary pop culture is heavily influenced by the processes of globalisation and digitalisation, which have radically affected and continue to influence the development of culture in general. The result of these processes is the emergence and rapid development of kitsch. Its characteristic features are hyperbole, idealisation, commercialisation, loss of authenticity, superficiality, vulgarity, template, imitation (parody), mass appeal, and emotional manipulation. These are the main features inherent in kitsch, and they allow us to unmistakably identify the presence of kitsch in a particular work of art. It is important to note that the specificity of contemporary pop culture is also dictated by the general context of its existence in the era of hyperreality. Most often, this is expressed in the hyperbolisation of the images conveyed. These and other features give kitsch a special status of an important part of pop culture, and also influence its formation by creating new standards. Accordingly, kitsch should be seen as a means of analysing contemporary cultural trends. After all, these trends are in a constant stage of formation and development, which require vigilance and frequent attention from contemporary scholars.