Ritualization of media consumption as an element of constructing cultural identity

The article examines the phenomenon of media consumption as a practice of constructing cultural identity. The theoretical basis is based on concepts developed within the framework of cultural anthropology and sociology, presented in the works of such researchers as S. Cottle, N. Couldry, B. Larsen, S. Lux, T. Trillo, T. Taft, E. Fromm, F. Eliot. The article presents the author’s interpretation of the possibilities of using media consumption as a ritual practice of forming cultural identity. The purpose of the article is to substantiate the possibilities of interpreting media consumption as a specific form of ritual practice that is suitable for constructing cultural identity. Ritual consumption of media is manifested through practice. Cultural identity is created through rituals, and the transformation of rituals inevitably leads to the transformation of identity. Ritual practices of media consumption are performative phenomena that serve to maintain and mobilize collective feelings and solidarity, based on symbolization and conventions regarding social reality. The concept of media rituals emphasizes the constructivist nature of the existing social reality and the specific place of media in it. Media ritual addresses the problem of understanding social space and creating appropriate frameworks for understanding context. In the context of new media, the ritualization of media consumption takes this process to the next level, where ritual and neurosis may be indistinguishable to an outside observer. Outwardly, the manifestation of obsessive-compulsive disorder (OCD) can resemble a ritualistic action. The emergence of new communication technologies inevitably leads to the formation of new ritualistic practices of interaction between people. Likes, subscriptions, and reposts are meaningless and impossible without new media technologies. These can be both new ritualistic actions and new manifestations of neuroses associated with OCD. Ritual relates to identity on an everyday level, when individual actions acquire a collective or social dimension. Ritual practice is viewed as an element in the formation of cultural identity and a sense of belonging to a given culture. Some outdated ritual forms are easily adapted to the new conditions of social media, creating opportunities for the revitalization of archaic practices.