THE VISUAL IMAGE AS A MIRROR OF THE MEDIA REALITY
The purpose of this article is to consider the visual image as the basis of the modern paradigm of thinking, to reveal its functions and essential specifics as the most important tool for reflecting the reality, to reveal the role of the image in modern society and culture and its links with the technosphere. The theoretical and methodological basis of the research comprises of the works of representatives of various branches of humanitarian knowledge (philosophy, sociology, anthropology, and others) devoted to the comprehension of visual culture and the phenomenon of visuality as such, as well as the corpus of writings that highlights the manifestation of the trend of information visualization in modern media and mass media. In the process of work, general scientific methods of research were used, that is analysis, synthesis, description, observation, comparison, and generalization. We note that the turn of modern culture to the image is due to the multiple causes in various areas of human life. Technologies, economics, politics, art formed new visual platforms, created an order for the images, changed themselves and the sphere of “pictures” and images. The large-scale civilizational shifts (including globalization, the emergence of the information society) further strengthened the authority of visuality in the contemporary postmodern society (with a corresponding aesthetics), spreading visual values around the world.
Visual turn and visual image are the most adequate concepts of scientific understanding of modern mass media and the information world view that they create. The key characteristics of this picture, such as its fragmentary nature, appeal to the emotional rather than the rational origin, etc., become accessible to understanding in the categories of visual turn. Today’s media user is accustomed to living in a world of visual images, and the mass media are ready to provide such content.
Practical significance of the research lies in the possibility of using its results in the scientific activity of representatives of various humanitarian disciplines (anthropology, psychology, philosophy, culture, and others), who somehow deal with the issues of visual turn, visual culture, and visual image. In addition, the main results of the study can be used in teaching at the media faculties and in the scientific work of students.
Keywords: visual turn, visual image, media, media reality, media user
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