Axiologically MEASUREMENT visualization practice inSPACE professional communicationIn modern UKRAINE
Global changes in the perception of modern man
informatsionnokommunikativnyh intensification processes actively influence
to strengthen the professional space factor visuality as
a special form of reflection.
Greater attention to the role of visuality in contemporary society
indeed due to the accelerated pace of life, which makes
man instantly orientate in diversity information;
reorientation to visual visual paradigm of knowledge, constantly
growing technical technological capabilities of the new "visual
Revolution "and others.
The need to study the phenomenon intensified imaging
development of a number of scientific fields: iconology (and explores themes
figurative motifs in works of art for the determination of
cultural sense), visual semiotics (considering iconic signs
a semiotic continuum), visual anthropology (the study of visual
evidence, documents, objects as sources of information about the past and
This company) and others.
Indicative manifestations the special role of visual practices
contemporary advocate of media that made visual
almost total at both perception and production level
and technologies for creating visual images.
In addition, in the study of visualization necessary appears to identify the determinants of visualization.
The main factors include: the development of symbolic human perception (E. Cassirer)
transformation in art, caused opportunity mass
replication (Walter Benjamin), change the visual distance between
subject and object perception (M. Yampolsky, M. McLuhan), expanding
technical capabilities of implementation of ideas of creative individuals (poets,
artists, filmmakers, veb designers who advocates a kind
mediums conductors imaging (C. Baudelaire) Search within
simulacra lost reality (S. Zizek, Badiou A.)), the emergence of new
replace each other audiovisual inventions (pictures, movies,
TV, video, et al. (S. Krakauer).
Investigation of the value aspects of visualization practices as a special
sotsialno refleksivnoy activity still almost not carried out.
Made some attempts to analyze the value of visual information,
an analysis of the visual interaction (VA Vasilenko, IA
Poletaev, et al.), But the value aspects of the problem they noted only
indirectly. There are works that explore in detail the structure and specificity
Visual Culture (H. A. Kuznetsov, H. L. Muskhelishvili, Shreider).
Thus, the problem of studying the phenomenon of imaging features
its influence on the social processes and relationships becomes urgent
importance because it is directly related the formation of
professional communication in today's Ukraine.
Thus, the object of this study is the visual culture modern society
The subject of the study is the practice and methods
Visualization in modern socio communicative space.
The purpose of research analysis of the value aspects practices visualization in coordinates by professional communication
conditions of modern Ukraine.
To achieve this goal the following tasks:
analysis of the phenomenon visualization in structuring axiosphere society.
theoretical analysis of the relationship between the concepts "axiology", "practice
visualization "," social communication "and identification of visualization
communicative processes; Study of species diversity and dynamics visualization practices
society and their value perspectives;
determine the characteristics of visual communication in the coordinates
professional activity.
The study is based treatment of the phenomenon as a visualization
a certain system of practices, develop information and coding
znakosimvolicheskimi its various forms and hudozhestvennoobraznymi,
who subsequently have a decisive influence through existing in
culture system of values to program the behavior of individuals.
Applied significance of this study to identify the role and importance
visualizations in the formation of the valuable space the person in
coordinates professional communication (Via notion "Organizational culture of the enterprise").
To solve the stated tasks appropriate to consider three
interrelated aspects of the problem of modern imaging. This
firstly visualization as a factor of transformation of values
priorities of modern man.
Second, the impact of new technologies on the formation of the visual
space of modernity.
Third, the impact on the formation of practices visualization system
sotsialnotsennostnyh priorities personality in coordinates
professional activity.
Thus, it should be noted that in the contemporary scientific literature
there are a variety of opinions on the status of the visual as
sociocultural values. Thus, cultural studies, based on the philosophy and
sociology, considering the value as a result of human activity,
thanks to which the enrichment of society and the selfcreation of man
(AP S.Gurevich, M. S.Kagan, ES Markarian, VV Semenov et al.).
Direct phenomenon in papers V.Benyamina A.Bazena, S. Sontag, R. Barthes. In them, the authors examine the fundamental characteristics of the visual, its potential in the processes
identification and identity of the person, event, process, and society.
However, the problem of the role ofand the importance of information technology in
formation axiosphere modernity requires separate consideration.
The process of forming the language of contemporary visual communication
culture is largely due to the technologies used to create,
reproduction and distribution of images. On their critical role in
change the function 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 later became the de facto software for
researchers of modern art and culture.
The essence of this transformation is to ensure that the expansion
techniques becomes possible not only to create
distanced image of reality and reality itself reproduce.
Reality exciting spectator with intensity and conviction,
in particular on the screen, as well as due to the ease of reproduction,
printing and mass distribution of visual products, has made
its universal accessibility, the image itself has lost its value and was
subject to economic and political manipulation.
The consequence of the technological revolution for art was
a radical change of the aesthetic paradigm: not enjoy authentic
expertly transformed reflection of reality (memesis), but the seizure of consciousness
prisoner representation of subjective events as curiosities reality. At
while for visual culture in general such consequence was
change in picture function: its transformation from a source of visual
Information and aesthetic pleasure mainly in functional
element Industrial production and at the same time object
consumer market. The viewer's perception, respectively, as
has undergone a radical transformation.
The viewer has become a unit mass audience film, and then
television. His attitude and reaction Benjamin defined as a state of
"Scattered criticism." His attention was dispersed passively
manipulated, where the aesthetic experience is defined
the ability to communicate quickly in the minds of sequence fragments and
layers of visual information supplied. In his book "Understanding
Media »(« Understanding Media », 1964) Marshall McLuhan formulated
modernistic technological evolution recreate picture of the world
as follows: "The restructuring of labor processes and associations
Human occurred under the influence of the fragmentation technique, which is
the essence of machine technology. The essence of automation technology is opposite.
She took a deep integration and detsentralistichna, as well as the car was
fragmentary, and superficial tsentralistichna in its cleavage
human relations. "
The phenomenon of virtual reality was the logical continuation
methodological process of evolution of visual communication using
media. With the introduction of computers and software to generate
digital images, and implementation of nonlinear editing, as the Bill
Nihols in his article "The work culture in the age of cybersystems "
:" Instead of rebuilding and changing our relationship to the original
product, cybernetic communication and simulates changes our
relationship with the surrounding space and consciousness. "
At the same time the logic of the evolution of technology, as noted by Jean Baudrillard
due to the social demand of reality itself: the real, more real,
as soon as possible more real and more real ... and so on until
hypertrophied simulated reality, superior in quality
picture and sound very reality and in fact loses all contact with her,
turning in its mythical surrogate. This phenomenon is hypertrophied
models of reality, emancipated from itself and devoid of space
imagination, uchenіy formulated in his concept of simulacra, which became, in
his view, the representational model of modern culture: "It's more
the question is not imitation, not replication, not even parody. This is a question
wildcard characters instead of the reality of reality as such .
Hyperreality now isolated from the imagination, as well as any
the difference between the real and figurative, leaving space only for
infinite reproduction of models and simulated generation
difference. "
