Features of identification with the characters of the cult film in the context of the social identity of the audience

The article considers the features of identification with the characters of cult films in the context of the problems of social identity of the audience on the example of Harry Potter films. The study sample consisted of 70 university students - 39 girls and 31 young men aged 18 to 23 years. The sample was divided into 6 subgroups according to the presence of identification with characters with popularity above average: 1st and 2nd subgroups-viewers identifying themselves with positive characters Hermione and Harry Potter; 3rd and 4th subgroups identifying themselves with teachers: with a positive character Professor MacGonagle and negative character Professor Umbridge; the 5th and 6th subgroup - identification with powerful leaders: positive character Dumbledore and negative character Volan de Mort. The specificity of the structure of social role identity in the subgroups of viewers identifying themselves with positive and negative characters is revealed. Identification of social-role identity in subgroups of viewers, differentiated by identification with the characters, allows to detect real personal problems of social-role identity, characteristic of these subgroups of viewers.