Entertaining and glam strategies in film discourse of print media

Abstract

The article discusses the entertainment strategies used in presenting the art of cinema on the pages of print media. Entertaining strategies in the conditions of the dominance of the processes of secularization become an important part of journalism in general, film criticism in particular. Attention is focused on increasing the hedonistic potential of the media, under the influence of technologies and the diminution of the ideas of anthropocentrism. The time of the development of cinema as a new kind of spectacle fell on the fin de siècle period in which the idea of humanity was questioned. Simultaneously with the development of cinema, the media practice about the presentation of “ubiquitous cinema” began to develop in newspapers and magazines. The article defines the different stages of the formation of film-critical creativity, in which the intensification of socio-cultural transformations, instead of analytical approaches, entertaining strategies began to be introduced. Author’s approaches, involving the discovery and presentation of artistically important meanings, began to be replaced by the expression of subjective representations. The fin de siècle period was repeated at the turn of the XX–XXI centuries — the era of glam culture with the ideological and aesthetic dominant of the glamorous world, when everything began to be seen in the rays of “glossy brilliance”, embellishment, and the replacement of traditional values with simulacra. The dominance of entertainment strategies in different types of the print media segment has led to the replacement of film criticism by film journalism, the main differences between which are in the field of author-editorial goal-setting. The use of certain communicative practices in modern cinema discourse, for the achievement of hedonistic goals, reveals a substitution of meanings, an excessive presentation of the author’s “I”, and a violation of ethical standards.