Mythologization of the media sphere in the modern socio-cultural space

Th e relevance of the article is due to the role of the mythologization of mass consciousness in modern society, as well as the wide spread of media communications, which create many convenient and popular platforms for the mythologization of certain aspects of life. In the sphere of modern media communications with new opportunities for creativity and selfexpression, the mass media acquire the character of one of the important factors in building a certain picture of the world, models of social behavior and the formation of life values. Th e critical perception of myths in the media sphere is complicated by the fact that old myths disappear from the information space, but new myths are created from their elements, which involve not so much logic as sophistry and fake facts, play on the feelings of users of the current media sphere. A new totemism is being formed as the acceptance of an individual in society through the objects that he owns. Whether it is branded clothing, means of communication or transport, each element is endowed with an additional status obtained through advertising or through the simple use of media communication communication and receiving information from each other. Modern mass culture is becoming an industry for the production of myths.