Deep hermeneutics in visual analysis (on an example of W. Allen’s movie Zelig)

By the example of analysis of the Woody Allen’s movie Zelig the ego-states phenomenology of borderline personality with split identity is presented, of a person with inclination to various transfigurations (chameleonization), who deeply feels his foreignness in the social context, in the diversity of false facades and absurd conformism, which are designed to compensate the inner feeling of emptiness and emotional hunger with the help of manipulations. The clinical phenomenon resonates with the contemporary sociocultural trends of the society of transitivity and designates the risks of clinical deviations in the conditions of uncertainty and vagueness of boundaries of personal and social space. Deep hermeneutics, implemented in the methodology of visual analysis, is considered as a practice of research of modern culture and mass consciousness, which reveals such a scientific trend as the search for transdisciplinary intersections of clinical and social psychology in the study of social and cultural phenomena.