THE SHAMAN PROJECT IN THE CONTEXT OF THE POLITICIZATION OF THE MASS CULTURE OF THE ERA OF THE SPECIAL MILITARY OPERATION

Aim. To substantiate the legitimacy of identifying the SHAMAN project as a phenomenon of mass culture in modern Russia by analyzing its creative component in the form of songs, videos and conceptual concert programs in combination with the surrounding news background in the form of emerging information events directly or indirectly related to the process of its promotion. Methodology . The conceptual core of the research is a communicative approach, in which, due to the specifics of the subject of analysis, the direction of symbolic interactionism is of priority interest. The direct methods are structural semiotic analysis and traditional document analysis. Results. It is established that the retransmission of patriotic content in combination with active media support is the existential feature of the SHAMAN project, regulating its life cycle in conditions of performing a socializing function during the Special Military Operation of Russia in Ukraine. Research implications. The results obtained can be used in the study and research of PR technologies; as well as in the activities of practitioners in the field of political propaganda.