The subject of this article is epatage, widely spread in modern culture thanks to digi-tal technologies. Today epatage associated to media performance is deliberately con-structed, imposing mass consumerism with a ready-made-fictional image, and operating “anti-values.” There are a lot of causes of the existence of the epatage image which violates certain cultural codes. Meanwhile epatage can be described as a response to certain objective and subjective calls. As a peculiar form of culture, epatage contains both positive and negative pulses.
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