ARTISTIC FORM IN SOCIAL COMMUNICATION

In the present paper the authors study such phenomenon as holding informative events in order to influence the society and incur the authorities' response. The paper investigates one of such events, which is based on a form taken from a film, referring to the field of artistic communication. The authors have come to a conclusion that using an artistic form to render real social ideas leads to a connection between various spheres of human activity – artistic and social; this connection is based on an interaction between fictional and real events. The authors have also found that this event is accompanied by a process of intercultural communication: there's an interaction between American and British societies, because artistic and emotional impact of an American film is applied to rendering social ideas in Britain. The authors have also investigated a reverse pattern, in which various forms of social communication, e.g. symbols of politics and advertisement, are included into a piece of art. The combination of these symbols causes transformation of artistic discourse; there's an interaction between political and advertising discourses within its space: political and advertisement forms are employed to produce artistic content. The authors argue that including heterogenous elements into a particular discourse results in strengthening its impact. This impact is determined by the contrast that these elements produce between them and the accepting discourse; political and advertisement forms start to exert a stronger impact via a piece of art.