At the present stage, the visualisation process covers all areas of life that come into contact with information and its presentation. Specialists and researchers in the relevant fields of activity are increasingly using the concepts that have been formed on the basis of printed text in the audio-visual arts. Such an example is the use of intertextuality, which is currently one of the promising areas for research on the example of audio and visual material (film, video, music, photography). The aim of the study was to identify the main current problems of the use of intertextuality in the audio-visual arts on the example of the two most common forms – film and music. The main methods used in this work are intertextual analysis, as well as discourse analysis, because for this method the area of interest is the study of discourse changes associated with intertextuality. As a result of the analysis, it was found that one of the problems of intertextuality is the uncertainty and lack of unity in its understanding between the followers of different approaches to the doctrine of intertext; several problems were identified. The authors propose solutions to the identified problems of the theory of intertextuality in the audio-visual arts, which confirms the practical significance of the study.

The paper is devoted to the problems of director's self-fulfilment in the cinematograph of New Hollywood. The study examines such a unique phenomenon of the artistic culture of the 20th century as American author's cinematograph. The relevance of this study is determined by the trends in the development of New Hollywood, which have radically changed the essence of modern cinematograph. The purpose of the study is to identify the specifics of New Hollywood cinema, which resonated in the work of modern Hollywood directors as an influential and competitive area. The main emphasis in this study is placed on the attempts of both historians and film theorists, as well as practitioners themselves to find clear boundaries between American independent and mass Hollywood cinematograph, as well as on the reasons why film critics and culturologists consider a particular American film to be independent, author's, or mass cinema (the so-called mainstream). At the same time, the main areas and trends of American author's cinematograph are studied from the point of view of director's self-fulfilment. Examples from films by American directors and authors were analysed. Methods of scientific analysis, comparison, and generalisation were used in the study of the topic.