The apocalyptic myth as a way of forming a "cultural another" in the media

In article change of the relation to “cultural Another”" which has occurred because the culture of a postmodern has brought basic changes in the understanding of the relationship of “their” and “them”, in particular the myth role about doomsday in formation “cultural Another” is analyzed. We study the dominant characteristics of the apocalyptic postmodern similar to the Archaic period. The cultural representation of the modern eschatological myth in space of mass culture formed and supported by mass media is considered. It is noted that steady paradigms therefore in the conditions of pluralism of values, on the one hand, and the expressed individualization - with another, the myth favorably as well as possible answers the purposes and tasks of mass media are necessary for the person for comfortable existence, mass consciousness within culture of consumption is characterized by the trust to information, inertness of thinking simplified by perception of reality, respectively, mass media, being in interference with a formation of myths, respond to these requests. The conclusion that the myth about doomsday in culture of a postmodern acts as subjective, “chimerical” Another is drawn, opposing itself to ordinary life, and eschatological expectations of the present help people to realize the egoism, identity.