Estetinė propagandos dimensija: specifika ir potencialas

LTStraipsnyje estetinė propagandos dimensija analizuojama trimis pjūviais – iš trijų tarpusavyje susijusių ir logiškai viena iš kitos išplaukiančių perspektyvų, kurias atspindi šie pamatiniai teiginiai: estetiniai propagandos reiškinio modusai skleidžiasi šiuolaikinėse visuomenėse, kurių prigimtis ir funkcionavimo būdas sudaro jiems itin palankią terpę; estetinę propagandos dimensiją sudaro estetizavimo veiksmų visetas proceso, virsmo prasme; propagandoje įkūnyta estetika kuria pakeistinę tikrovę, „spektaklį“, ir dažnai neišvengiamas įsitraukimas į jį sukelia transformuojantį judesį tiek visuomenių, tiek bendruomenių, tiek individo lygmenyje. Išryškinama propagandos estetizavimo svarba, šio proceso ypatumai, nagrinėjamos estetikos naudojimo įtikinėjant efektyvumo priežastys. Pasinaudojant interdisciplininės prieigos teikiamomis galimybėmis ir išlaikant propagandos reiškinį straipsnio politinio diskurso ašimi, politikos–estetikos–propagandos sąveikos fenomenas atskleidžiamas nurodant į platesnius poleminius socialinius-humanitarinius kontekstus. [Iš leidinio]Reikšminiai žodžiai: Erotika; Estetika; Estetiškumas; Politinis spektaklis; Postmoderni visuomenė; Propaganda; Transformacija; Aesthetics; Aesthetism; Erotic; Political spectacle; Postmodern society; Propaganda; Transformation.

ENThe aesthetic aspect of the propaganda phenomenon is analyzed in the article. The goal is to analyze the spread conditions of the aesthetic propaganda dimension, the mechanisms of making propaganda contents more aesthetic, as well as the state after the qualitative leap as the result of the accomplished transformation. The state of postmodern society as the environment for the spread and multiplication of propaganda aesthetic attributes is analyzed in the first part of the article "Postmodern society as the environment for the spread and multiplication of propaganda aesthetic attributes". The space, within which the aesthetic propaganda dimension spreads, is analyzed through the cultivation of hedonistic values in modern societies, the phenomenon of visuality as a particular lingua franca of postmodernism, a permanent self-creation of the society, links of consumerism and dynamism in the fast-moving globalization. The aesthetization process procedure is discussed and analyzed in the second part named "Aesthetization process procedure". The magical and mystical components of propaganda contents aesthetization process and their syncretism are discussed. The coherence of aesthetization process and the truth, speech and intimacy is disputed. The third part "The result of the transformation motion, or the result of the aesthetization process" analizes the effectiveness of the propaganda as the transplant/implant due to making aesthetics erotic, which creates a powerful attraction field in the level of subconsciousness and enables to avoid the declination reaction.The question is posed if the interaction and dynamics of propaganda/antipropaganda motions is the way to the dead-end, which should be treated in the nihilistic way, or, conversely, the new changed reality should be equated to the primary pre-propaganda "material". As a conclusion, the article highlights the effectiveness of the propaganda commanding the aesthetic code regarding to its transforming/modifying effect and the ability to penetrate into the deep structures of individual's behaviour motivation. [From the publication]