Kitsch – the New Language of Metaculture. What Does Modern Ukrainian Kitsch Signify in the Era of Globalization?
In the first section of the article the author reviews the most important concepts of kitsch which appeared in Western culture over the 20th century. The researcher focuses on the views of Hermann Broch, Clement Greenberg, T.W. Adorno, Thomas Kulka, Ludwig Giesz, and Susan Sontag – who mainstreamed the notion of camp. In the second part of the piece the scholar argues that in contemporary Ukrainian culture kitsch plays an important role in the process of creating new political and cultural myths. Additionally, kitsch turns out to be an integral component of creating a new Ukrainian national identity.