The image of Berehynia in the authorial poster as a component of the visual culture of the full-scale invasion period

The relevance of the article lies in the analysis of the variability of the image of Berehynia in the Ukrainian poster of the full-scale invasion period. Changes in the socio-political sphere of Ukrainian society, the Revolution of Dignity, ATO, OUF and the full-scale invasion affected the position of women in Ukraine. Changes in gender roles and the perception of new challenges today require cultural receptions of female imagery in artistic practices. The purpose of the article is the cultural reception of female images in the authorial poster as determined by the socio-cultural context of the war of Berehynia’s modes. To achieve the goal, it is necessary to show the transformation of the status of women in Ukrainian reality, to determine the specifics of visual culture and the poster in the context of mass culture, as well as to single out and analyze the images of a woman-mother, a woman-warrior and a woman-state as a transformation of the image of Berehynia in the authorial poster of Ukrainian artists Anton Lohov, Katia Lisova, Mykhailo Skopa. The methodology of scientific research is conditioned by the use of methods of cultural studies, history, sociology, visual culture and gender studies. The method of culturology made it possible to reveal the specificity of the representation of female images in visual culture. The sociocultural method involves the analysis of the visual component of mass culture in Ukraine, as well as establishing the interdependence of visual culture and social changes. The historical method made it possible to trace the context of visual transformations. With the help of gender studies, an analysis of feminine representations took place depending on the social position of a woman. The results. It has been proven that the visualization of feminine images is one of the methods of broadcasting new gender models recorded in popular culture. As Ukraine became independent, female images represented in visual culture acquired new meanings under the influence of socio-political events. The image of Berehynia transformed from a symbol of a young state and the personification of a patriarchal perception of women to a strong woman-mother and woman-warrior, which is due to the increase in the proactive position of women in Ukrainian society. The scientific novelty. For the first time, the image of Berehynia in the authorial poster of the full-scale invasion period was considered. The practical significance. The results of the research can be used to study the visual culture of Ukraine. Also, the materials of the article will be relevant for further research on changing gender roles in the culture of modern Ukraine.