Idea of a mask as the instrument for culture creation (memetic theory by R. Dawkins)

The main study object of the article is the phenomenon of a mask. The study of this phenomenon and related concepts shows that it is well embedded in modern culture. Fiction, psychological theories and practical work, spheres of image aesthetics, everyday life - all of these are the spheres of culture which clearly demonstrate the representation of the idea of a mask, its implementation in specific cultural products, transfer from the idea of mask phenomenon to its meanings in culture. The work presents the analysis of a specific form of culture - memetics, and the mask forms of «advanced technologies» culture connected with it. These forms of culture pose the problems of the ratio of true face and variety of personalities in modern cultural space.