Volume 24, Issue 3, 2014
Philosophy: In Search for Knowledge and Ways of Life
Epatage as an Element of the Media Performance of Modernity
The subject of this article is epatage, widely spread in modern culture thanks to digital technologies. Today epatage associated to media performance is deliberately constructed, imposing mass consumerism with a ready-made-fictional image, and operating “anti-values.” There are a lot of causes of the existence of the epatage image which violates certain cultural codes. Meanwhile epatage can be described as a response to certain objective and subjective calls. As a peculiar form of culture, epatage contains both positive and negative pulses.