Value Strategies of Cultural Industries in the Discourse of Western Mass Culture

The article deals with the content that cultural industries transmit to the mass consciousness. The author believes that cultural industries fully play the role of a tool for shaping the worldview and value system characteristic of Western post-industrial society. Cultural industries with their external content diversity and multifaceted offers to the consumer always fulfil a social order, are subject to the dictates of financial power elites and are inextricably intertwined with the commercial relations of market society and the corresponding mass culture. The values disseminated by cultural industries are not homogeneous; they are values of two types, directed to different strata of society. The values of individualism, financial success, rivalry, dominance seem to be transmitted to everyone, but are intended for potential economic and political leaders who are capable of engaging in competition for power influence. The second group consists of values intended “for the masses”, acting as the majority, which is exploited but should not hinder the growth of elites’ welfare. Two types of values prevail in this group: “values of reconciliation” (sentimental values and tolerance) and “values of oblivion” (self-immersion in negative inner states or in struggle against them). It is noted that the most important value disseminated by Western business elites through cultural industries is the Western way of life itself, which is offered to other countries and peoples as a standard of perfection. It is emphasized that Russian cultural industries are designed to offer Russians different value and meaning orientations.

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