Соціальна міфологія як явище в європейській культурі нового часу

European culture of the modern and contemporary periods is often associated with socalled social mythology, which arose in the 19 century as a specific type of spiritual activity aimed at creation and dissemination of political myths. Social mythology studies mythical consciousness as a form of public consciousness regarding new phenomena of the reality, a reason for change in historical processes and development of national communities. All national histories include descriptions of feats of ancient heroes and kings, who promoted nation's exaltation, strengthening of the national spirit, establishment of national states, etc. Wide propagation of mythology marks the evolution of nationalism and dissemination of socialist trends in the 19-20 centuries. Contemporary ideology tries to use myths, since it understands their specific effect on people. Besides, it is implementation of social myths that makes manipulation of the populace possible. Most frequently employed in contemporary mythology and ideological systems are the Myth of the Hero, Myth of Return to the Origins and Myth of Noble Origins. The 20 century saw these myths to be implemented in Nazism (Hitler's Germany), SocialCommunism (Soviet Union), as well as in democratic ideology. Social myth propagation media are in line with the development level of society and its scientific and technical potential. Society is most influenced by mass media – press, radio, television, web, etc. Mass media also play a part in mythologization of personalities, their transformation into images which later on, if in agreement with the public demand, serves as a model. Mythologization is widely applied in advertising. In the contemporary world, ads are inherent in human life. Advertising has crossed the boundaries of commercial communication and generally market business to embrace all human spheres: everyday life, politics, social, intellectual and cultural activities. Dissemination of information shaped as social myths through the intricate network of mass media is a means of ideological, political, economic and cultural influence on the human mind and behavior. Messages sent embrace the whole gamut of psychological impact ranging from informing and instructing to persuading and suggesting, which facilitates mass manipulation and determines specificity of cultural evolution.