ALIENATION OF POWER AND CRISIS OF IDEOLOGIES IN THE AGE OF JEAN BAUDRILLARD'S SIMULACRA

Introduction. The article analyzes the phenomenon of alienation of power and crisis of ideologies from the point of view of the philosophical views of Jean Baudrillard. The aim of the work is to analyze the transformations of power and related political forces in the context of the transition to the hyperreality of a digital society, as well as the crisis of ideologies that accompanies these processes. Content. The work consists of several parts, gradually analyzing the process and features of such transitions. The first part examines approaches to understanding power in the context of the transition to hyperreality, which is accompanied by the loss of some communications with society in an attempt to preserve the system itself through the simulation of power mechanisms. The second part is devoted to the gradual deideologization of society through the inability of the represented political forces to follow their own ideologies, whose focus has now been transferred to maintaining the system of power itself and participating in the simulation of its processes. The third part examines the mechanism of alienation of power and the role of society when it is no longer possible to protect the interests of social groups against the backdrop of ideological crises. Conclusions. The system of power in the context of the transition to hyperreality in connection with the transition to a mass information society is significantly transformed, turning from a separate institution into a simulacrum. Political forces existing within this system are more interested in maintaining the operation of the system of power through the simulation of processes and the reproduction of its mechanisms. Following the accepted ideology and observing the interests of social groups are not only not among the priorities of political forces, but also contradict them, which leads to their crisis and gradual de-ideologization. Nevertheless, the reaction of society can be formed by an important agenda, although with the usual requests of power systems, feedback is not implied.