УДК: 572+130.2
Maria S. Koptseva
Siberian Federal University
Abstract. The article explores the use of zoomorphic imagery in contemporary media culture, within the context of anthropological perspectives, communication visualization, and attention economy. The goal is to identify the origin, typology, and sociocommunicative functions of such imagery by examining its continuity with ancient animal cults. Based on animated films, furry subcultures, and employing structural-typological, semiotic, and comparative-historical approaches, the study shows that modern zoomorphic representations inherit the characteristics of traditional folklore figures (such as helpers, tricksters, and totemic ancestors). A typology based on the level of anthropomorphism (The Animal, The Beast, and The Furry) demonstrates a correlation between humanization and complexity of meaning; more advanced images serve as carriers for social and philosophical messages.. Postmodern archetypes are undergoing hybridization and deconstruction, losing their binary certainty. The wolf is no longer simply a predator, and the fox is not merely a deceiver. This reflects the broader trend of blurring opposites. It can be concluded that the use of zoomorphic imagery in the digital environment serves the functions of identity formation, emotional regulation, and manipulation. This can be seen as a contemporary reinterpretation of totemism.
Keywords. Zoomorphic code, anthropomorphism, media culture, semiotics, furry, digital totemism, archetype
For citation: Копцева, М. С. Зооморфный код в современной медиакультуре / М. С. Копцева // Северные Архивы и Экспедиции. — 2026. — Т. 10, № 1. — С. 130–140. — EDN XEEUHQ.
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