Time in culture through the lens of prospect theory

Time is the fundamental dimension of genesis defining "the spirit of an epoch", the semantic field of its worldview. The article presents an attempt to look at the problem of time through the lens of fine arts from the standpoint of prospect theory, projecting understanding and perception of time onto the plane of ontology and axiology. The correlation is found between the transformation of time image, its value components and the prospect change, a possible source of which is seen in sphere of sacred, particularly in the attitude to the concept of "eternity".