Philosophical Interpretation of the Theatricality of Marketing Communications as a Social Phenomenon

Abstract

The article presents a socio-philosophical analysis of the phenomenon of theatricality in contemporary marketing communications in the context of the transformation of the digital information space. It is determined that under the influence of the development of media, social networks, and digital technologies, the communication environment increasingly acquires the features of a global “stage,” where brands perform the role of social actors and consumers act not only as spectators but also as active participants in the communication process. Under these conditions, marketing communications go beyond the traditional function of promoting goods and services and emerge as a complex socio-cultural mechanism for the formation of symbolic images, narratives, and value orientations of modern society.

It has been established that theatricality in marketing communications manifests itself through the use of elements such as scripts, roles, symbolic images, performative practices, and visual-emotional means of influence that shape a specific communicative space of interaction between the brand and the audience. A special role in this process is played by storytelling, branding, event marketing, and digital communications, which make it possible to create emotionally rich communication narratives and build long-term consumer loyalty to a brand.

Socio-philosophical approaches to the interpretation of theatricality in the works of E. Goffman, G. Debord, and J. Baudrillard are analyzed, which allows marketing communications to be considered as a form of symbolic representation of social reality. It is proven that marketing communications perform an important socio-cultural function, as they contribute to the formation of the symbolic space of contemporary culture and influence the development of social values, behavioral patterns, and lifestyles of consumers.

The main manifestations of theatricality in modern marketing technologies are systematized, and their philosophical dimensions are outlined, including dramaturgical, symbolic, performative, communicative, cultural, and aesthetic aspects. It is substantiated that the theatricality of marketing communications appears as a multidimensional socio-cultural phenomenon that combines elements of social interaction, symbolic representation, and cultural interpretation, playing an important role in shaping the contemporary communicative space and influencing public consciousness.