DOI: 10.7256/2310-8673.2023.2.40866

Abstract: The authors discusses the suggestive possibilities of new digital technologies in the dissemination and popularization of socially significant knowledge about traffic rules and safety. The modern Russian and foreign experience of social advertising about road safety is analyzed. It is shown that with the use of new technologies in social advertising on the topic of road safety, the role of suggestive influence based on the use of artistic metaphor and documentary naturalism increases. The author's typology of suggestive techniques used in modern social advertising to increase the persuasiveness of content and to enhance the socio-psychological effects of social advertising is proposed. There are such visual suggestive techniques carried out with the help of new technologies as special effects of transformation (including animation, changing the environment, changing the body) and the effect of presence (carried out through transmedia and interactivity). These techniques are complemented by a concise verbal presentation of the rules of the road in the imperative mood. The socio-psychological mechanisms of the impact of these techniques based on their special combination are analyzed. It is shown that the selected visual suggestive techniques are based on causing varying degrees of discomfort to the audience: from mild to completely unconscious – to shock, which becomes a favorable ground for the suggestion of a verbalized idea in the audio track and the credits of the video. It is shown that suggestive techniques in modern social advertising about road safety, carried out on the basis of new technologies, lead to the mental construction of the image of the city in the spirit of archaic fairy-tale models and initiation rites, and thereby largely ensure the effectiveness of such advertising. The results of the study can be used in socio-cultural practice related to road safety in a modern city.

DOI: 10.25136/2409-8744.2021.3.34966

Abstract: The subject of this research is cosplay as a modern large-scale practice of copying and public demonstration of the costume, image and behavior of famous heroes of popular culture: movies, animated movies, comic strips, and video games within the framework of thematic festivals, processions, and clubs. This article provides scientific grounds for comprehensive analysis of the phenomenon of cosplay as a modern cultural form and practice through determining its cultural and historical prototypes, as well as artistic and social development. The empirical material contains the interviews with the Russian cosplayers, observations, publications in field-specific mass media, and digital broadcasting of cosplay events. The novelty of this work consists in revealing the cultural-historical prototypes of cosplay – totemic primitive festivities, medieval carnival, first forms of theater, as well as in outlining the artistic and social trends of cosplay, among which are the development of the language of modern visual culture and improvement of popular culture through creative materialization of the characters of screen culture. The author describes the socio-psychological mechanisms, which underlie the practice of cosplay and are close to the genetic foundations of the existence of theater: imitation and identification. The article carries out the typology of cosplay genres; determines the universal features and the specifics of the national forms of cosplay.