Трансформації перформативних практик у масових формах культури

The purpose of the article is to analyse the evolution and transformation of performative practices in modern mass forms of culture, in particular in the context of digitalisation, commercialisation, and changing models of cultural consumption. The focus is on studying the ways in which performance (as a form of artistic expression) adapts to the demands of a global audience and mediatised space. The research methodology is based on an interdisciplinary approach: cultural analytical methods were applied, as well as elements of semiotics, case studies of contemporary performances in the fields of music, fashion, politics, and visual art. The scientific novelty lies in the comprehensive understanding of performativity as a cultural universal that undergoes significant changes as a result of the massive impact of technology, social media, and participatory culture. For the first time, the transition from theatrical-ritual models to hybrid performances in the formats of vlogs, streams, flash mobs, and virtual shows has been systematically analysed. Conclusions. As a result of the study, it was found that performative practices in modern mass culture are undergoing significant transformations, which are due to both internal evolutionary processes of art and external technological, social, political factors. Performance, which arose as an experimental form of artistic expression, has become a multi-level tool of communication, influence, and self-presentation in the conditions of a postmodern and digital society. Mass culture today actively uses performativity in a variety of formats: from theatrical shows to virtual events, flash mobs, streams, interactive online performances. Performativity in mass culture also increasingly performs social and ideological functions: mobilises public attention, initiates dialogue, and contributes to the formation of collective identities. Due to the effect of emotional engagement and emphasis on visuality, performance becomes an effective means of symbolic influence, which is especially noticeable in socio-cultural activism, branding, the fashion industry, youth subcultures. At the current stage, performance in mass culture is becoming a structural element of the modern cultural process.