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Changes in the media environment always lead to changes in the media system, which reflects a different quality of communication. The nature of actors, channels, effects becomes an object of attention of researchers of mass communications. The article deals with the problem of the transformation of the mass communication system, which includes both cinematography and fiction, which can be freely broadcast through various channels, including digital channels. The article considers a new concept, i.e. "communication product". It is understood as a result of professional activity in the field of public and mass communications for the production of a media product, an event product, an advertising and PR product. The media environment is currently characterized by its own messages. They can be built both in traditional newsmaking models (both in journalism and public relations), and in storytelling, narrative (both in advertising and media communications). The article considers such trends in the media environment as the use of hype content, memes and various fakes. The reasons for the emergence of media communications are revealed. There are technological reasons, as modern communication technologies can open access to information to all comers. There are social ones, as new media allows Internet users to actively participate in communications and selectively treat messages they receive. The characteristics of the phenomenon of media communications are distinguished, separating it from journalism, advertising and public relations. The notion of media communications as a process of creation, processing and broadcasting, as well as information exchange in individual, group, mass format through various channels of mass communication (mainly online) is being introduced into scientific circulation through various communication tools - verbal / non-verbal; auditory, audiovisual, visual.

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Introduction. Modern creative industries produce a large number of media products intended for consumption by an audience of viewers, readers and listeners. One of the most popular media products by the audience is the series. Fashion also belongs to the creative industries. The representation of the cultural and visual codes of the fashion industry in the narrative of the series is of research interest, since it allows us to identify the features of the storytelling of the series, ways to keep the viewer's attention. Aim. To analyze the cultural and visual codes of the fashion industry representation in the narrative of the series. Methodology and research methods. The research material is the series "Made in Italy" directed by Ago Panini and Luc Lucini. The research methodology is based on the analysis of narrative, identification of cultural codes and ways of their visualization in the series. Results. The authors came to the conclusion that the series "Made in Italy" does not use a classic narrative, which is commonly used in serial production. The storyline in this series does not play a major role, it is only a side effect necessary for the movement of the story itself around McGuffin - the formation of the Italian fashion of the 1970s. It is this McGuffin that is put at the center of the story, and all the characters, all the action unfolding on the screen, serves to create the effect of its movement. Visualization of cultural codes in the series immerses the viewer into the atmosphere of Milan fashion of the 1970s. Scientific novelty. The analysis of the narrative of the series allowed us to identify a new type of narrative of serial production, in which the storyline does not play a major role (as in the traditional narrative of the series), but only serves as a driver of the story around McGuffin. Practical significance. The revealed narrative scheme of the series can be used to write scripts for series.

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