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Thіs article is an attempt to highlight the factors of formation in art of the method and style of total socialrealism as a method of substitution. The basic factors are the contradictions of the consciousness of the Russian ethnos, which are due to the inability of semantic essential distinction of the main oppositional categories of existence. The historical organicity of the Russian mentality in the socialist and communist forms of existence has revealed, as well as the historical organicity of the method of substitutions in the construction of antagonistic models of worldview. This method of substitution will become basic in the style of socialist realism. Certain figurative and semantic inversions of archetypal structures of human consciousness and the environment of the period of Soviet totalitarianism are revealed and characterized: eschatological dimension of Eternity / time category of bright future; the truth / the untruth; sacred (theological) / profane; relative / absolute; spiritual / material; the hero / the anti-hero; destruction of the past / future; existence in spirit / existence in political ideology. These substitutions led to the development of certain unified iconographic schemes in art and, in particular, in architecture: residential complexes (communities), giant pedestal buildings (sculpture building), a step-increasing volume of public buildings like to the temple. Forcible change of the picture of the world generates hyper-reality, where is desired seems real. The violent change of consciousness of nations in the Soviet Union, built on the principles of antagonistic dual models of worldview with their moral and semantic indistinguishability, could not give rise to projects of utopias as projects of evolution. The inversion of archetypal structures in socialist utopia is essentially anti-utopian.

vìsnik nacìonalʹnogo unìversitetu "lʹvìvsʹka polìtehnìka". serìâ arhìtektura

FACTORS OF IMAGINATIVE AND SEMANTIC INVERSION OF ARCHETYPAL STRUCTURES OF CONSCIOUSNESS HUMAN AND OF THE ENVIRONMENT IN THE METHOD AND STYLE OF SOCREALISM