Keyword: «cultural code»

The article dwells on O. Sivun’s pop-art novel «Brand», paying attention to its structure, the character’s per-sonality, the brand influence on mass consumption society. Emphasis is placed on a man surrendering his life to brands, simulacre, imitation thus losing his individuality. The life of society and the individual turns into a conveyor. It is pointed out that devaluation of conventional values is carried out through the transfor-mation of consciousness and conversion of cultural codes.

The article is devoted to actual problem of formation of Patriotic values of young people.The article shows the mechanisms of the selection of values by the cultural code; the principles of the work of its elements - empathy and patriotism on the formation of spiritual and moral values among young people - are analyzed. The author comes to the conclusion that the spiritual-patriotic component is necessary to be included in the modern model of education as mandatory.

The relevance of the problem stated in the article is due to the orientation towards the revival of the spiritual and moral orientations of the younger generation, national identification. The purpose of the article is to determine the modern understanding of the problem of betrayal through the analysis of images of fiction. The results of the study showed the need for careful work on the formation of a worldview position.