Adaptability to manufacture as a semantic dominant of Visual space information society
Prilutskiy K.V., post-graduate student, Chair of political science and law of the National Aerospace University. Zhukovskiy "Khai", (Ukraine, Kharkov)
Annotation. The article discusses the impact of information technology on the formation of language communication of contemporary visual culture, the role of media in the development of the social structure of society.
Keywords: information society, Visual culture, social communications, technology and media.
Relevance. In terms of distribution of the latest information technologies, communication in all areas of modern life, reflection ceased to perform the function of art semantic dominants, defining visual image culture. Mass produced images of varying quality and destination, often aggressively implemented in day-to-day human environment, has led scientists to change the angle of view on the problem of artistic production and articulate a new phenomenon in the field of cultural research, defined as Visual culture.
Therefore the aim of this paper is to study the impact of information technologies on the formation of language communication of contemporary visual culture, the role of media in the development of the social structure of society.
The process of language communication of contemporary visual culture is largely due to the technologies used for the creation, reproduction and dissemination of images. About their crucial role in changing the functions and status of the artistic image for the first time, said Walter Benjamin in his article "the work of art in the age of mechanical reproduction" (1935), which became in fact the programm for researchers of modern culture and art.
The essence of this transformation is that with the advent of technological capabilities not just create an image of reality, and reality itself, play an exciting spectator its intensity and persuasiveness, particularly on the screen, as well as its ease of reproduction, printing and mass distribution of audio-visual products, which made it available, the image itself has lost its value and has been the object of economic and political manipulation.
The effect of technological revolution for the art has become a radical change of aesthetic paradigm: not enjoying an authentic master incarnation reflect reality (memesis) but taking consciousness captured representation of subjective curiosities like the events of reality. While the Visual culture in General, such consequence was a feature change image: turning it from a source of Visual and aesthetic pleasure par excellence in the functional element of industrial production and the consumer market. A viewer's perception was also radically transforming respectively.
The Viewer is turned into a unit mass audience movies and then television. His attitude and reaction of Benjamin described as the "scattered criticism." It has staggered the passive object of manipulation, where the aesthetic experience is defined by the ability to quickly connect in the mind of sequence fragments and sheets supplied Visual information.
The phenomenon of virtual reality has become a logical extension of the methodological evolution of Visual communication with the media. With the introduction of computers and software to generate digital images and the implementation of non-linear editing, as noted by Bill Nihols in his article "a work culture in the era of cybernetic systems": "instead of recreating and change our relationship to the original product, cybernetic communication simulates and alters our relationship with the surrounding space and consciousness"
On the road to technological quality of image and sound ideals focus also shifted and technological progress in the direction of space-time, as well as the purely utilitarian approach of technical production and reproduction of images to the viewer-consumer. First television, then video, and then the computer was actually of household goods and entertainment. During the process of democratization is now easy, convenient and cheap to not only gain access to industrial art and information products, such as movies and TV shows, but also relatively simple to build anything yourself virtually anyone. At the same time, the communication potential of the electronic and digital technology opens up new perspectives for modern society using them during social interaction
The first step to gaining power is the awareness that no one sees the majnstrim of media more seriously than you. Reared on a diet of media, we all now know the ingredients that go in the course of these machinations. Advanced "do-it-yourself" technologies make direct feedback even more effective. today, the amateur magazines are finding their way to CNN just as easily as the professionally produced segments.
The techniques used by them in the process, are very diverse, but, nevertheless, they can identify the main direction. First, it is the most common technique, which proponents and their supporters in the design environment aimed at debunking pursue purely representational rhetoric of public advertising myths about himself constructed by commercial companies, politicians, etc.
Conclusion. Thus, the article proved that, firstly, the communication potential of the electronic and digital technology opens up new perspectives for modern society using them during social interaction. Secondly, the process of language communication of contemporary visual culture is largely due to the technologies used for the creation, reproduction and dissemination of images.
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3. Jean Baudrillard. Simulacra and Simulations. Selected Writings. Ed. Mark Poster. Stanford: Stanford University Press, 1998. P. 181.
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