Театральний франчайзинг як сучасний спосіб культурної експансії: причини та наслідки

This study explores the phenomenon of theatrical franchising as a contemporary method of cultural expansion, examining its origins and potential consequences. The historical context of cultural development that precedes the emergence of theatrical franchising is analyzed. The research highlights the fundamental differences between the processes of creating classical stage productions and theatrical franchises. The direct influence of borrowed themes and value orientations conveyed by stage works produced under franchising conditions on the worldview and self-identification processes in post-colonial societies is discussed. The significance of the thematic direction of stage productions on the formation of self-identity among audience members of various age groups is substantiated. The study articulates the main potential risks associated with the spread of theatrical franchising in the context of its impact on the formation of a national worldview. It examines the primary economic conditions that lead to the emergence of theatrical franchising, as well as its positive aspects and potential risks. The role of the themes of dramatic works presented on stage in activating certain societal triggers and in manifesting and exacerbating new conflicts that have been in a state of recession is emphasized. The necessity for clear regulation of the thematic direction of theatrical franchising in the context of preserving national self-identity is justified. The research demonstrates the significant limitations imposed on the artistic process at every stage of production— directorial, artistic, musical, and choreographic decisions, as well as the behavioral nature of acting. The main segments of the influence of theatrical franchising on the long-term strategy for shaping the cultural orientation of the audience are specified. The study outlines the potential impact of systematically introducing theatrical franchises into the repertoires of national theaters on the transformative processes of defining self-identity in post-colonial societies.