THE ANIMATED PAINTING IN NEW MEDIA ART: TECHNOLOGICAL AND COMMUNICATIVE FEATURES

Abstract

Purpose of article. The purpose of the research is to investigate the animated painting as the kind of New Media Art. Methodology. The methodology of the research is based on using communicativistics and the concept theory as the basic methodological approaches in the analysis of the contemporary audiovisual art. Scientific novelty. The scientific novelty of the work consists in considering animated painting as an outstanding artistic kind that significantly influences the development of the contemporary audiovisual culture. Conclusions. The collocation «animated painting» most fully corresponds to the newest kind of the New Media Art that represents painting in dynamics, which, however, is not an animation in its classical sense. The main technological features of the animated painting are reproducibility, transgressivity, diffusion in exhibiting. The most important communicative features of animated painting are the use of well-known cultural codes, as well as their parody; the use of non-narrative tools of influence on the audience. Thus, there could be observed the hybrid type of the technological embodiment and communicative specificity of the animated painting that substantially transforms the contemporary audiovisual art. The further investigation of the animated painting could shed more light on the problem of changing classic artistic tradition that takes place in the contemporary audiovisual art.