Purpose. The article analyzes the strategy of sublimation of the corporeality of bourgeois pro-duction into the artistic tradition of the American horror film as a specific, visual mythology and psy-chosomatic consumer ideology of modern mass culture. Theoretical basis. The key methodology is the principle of interdisciplinary and cross-cultural, psychoanalytic research, developed and tested by the team of authors in a number of scientific papers. The applied scientific and practical approach made it possible to carry out an original, complex, com-parative analysis of symbolic interpretations of the tradition of American horror films in various spheres of socio-cultural practice. Carried out interdisciplinary study of the phenomenology of horror, makes it possible to isolate ideologically significant images sublimated in more than a century of the tradition of American horror films. Originality. The anthropological mechanism of sublimation of the proletarian physicality formed in a bosom of classical capitalist production is opened. Its essence is the unconscious attitude to the perception of bodily suffering and death as inevitable and “natural” companions of the worker's production image and guarantee of its demand in the labor market. At the same time, intensive tech-nologization of production is accompanied by a sharp inflation in the value of physical labor. At the same time, the persisting attitude to bodily suffering requires the appearance of its new forms, displac-ing the “physical” into the “visual”. It was the American horror movies most adequately perform the social order of government and business, subliming bodily suffering in the most profitable art forms. This is how the figurative and symbolic mythology of horror films is constructed, which commercial-izes the artificially formed psychosomatic dependence of the layman on the consumption of bodily suffering and death. The active popularization of horror mythology visualizes the ideology of the “American way of life”, lobbies the practice of ousting competing cultural genres and traditions, and lays the foundations of westernized post – industrial civilization – post-human, post-teles and digital world. Conclusions. Under the conditions of widespread degradation of the production type of civiliza-tion, the technology of sublimation of active attitude to the world into visual forms of its consumer destruction was formed, the driving forces of which (collective in form and individual in ways of expe-rience) were American horror films. They most adequately represent a new artistic and anthropological reality, the contours of which are so clearly drawn by the human body, the exhausted profile of power and production standards.
ANTHROPOLOGY PROLETARIAN PHYSICALITY: THE IDEOLOGICAL STRATEGY OF CONSUMPTION OF SUFFERING AND DEATH IN THE CULTURAL TRADITIONS OF THE AMERICAN HORROR FILM
