The industry of emotions in modern mass culture: production, supply, consumption

The purpose of the research underlying the article is defined as the study and analysis of the characteristic features of the mechanisms of the production, supply and consumption of emotions by the object of mass culture upon its involvement in certain types of existing cultural practices, including the reception of cultural products. This article analyzes and explores the approach to the definition of the industry of modern mass culture that has developed in cultural studies: its genesis, its features, its structure and mechanisms of functioning. Particular attention is paid to the use, significance and role of the emotions of a potential consumer of mass culture products in the organization of the processes of its production, supply and subsequent consumption. The mechanisms of preventive modeling of the emotional states of potential consumers accompanying the processes of making a decision to purchase and the acts of consumer choice themselves are disclosed. According to the results of the study, various options for the action of the mechanisms for creating the emotional attractiveness of a cultural product were identified and analyzed, a high level of ritualization of the consumption process was noted, as well as the need to maintain it in order to ensure high efficiency of channels and marketing mechanisms. In conclusion, the phenomenon of alienation of a number of aspects of consumer behavior from the consumer himself, which is not even realized by him as a result of a targeted impact on his emotions, is considered. The spread of mass culture is associated with the replacement of the previous cultural paradigm of individual creativity with a new paradigm of mass involvement, more suitable for manipulating tastes and preferences. The consumption of mass culture products presupposes the emergence of an appropriate emotional background, in the palette of which purposefully generated emotions begin to play an extremely important function of forming an imperative cultural attraction.