Abstract
The paper deals with the way and the form of modern humanitaristics understanding of the problem of visual representation of “the Other”. The authors’ tasks were to comprehend the nature and dynamics of visualization, to give a distinct working definition of visual competence. Besides, the purpose of the paper was to state the components of visual competence, its criteria, estimation methods and in this context to interpret the image of “the Other” decoded in scientific philosophic and cultural literature and in daily cultural practices. And the final task was to reduce the visual message to the verbal one. The doctrine that the image may be read is the common prejudice, which prevents the formation of a new approach to visuality. The first step towards the solution of problem is to describe the techniques, which help in potential understanding of the visual structure. Understanding the image diversity and its possible text analogues should help in establishing the specific requirements, which can be and must be applicable to visual representation of “the Other”. Representations in the visual culture (photography, cinematography, media, painting, advertisement) influence the social image, affects the daily social practices and communications. Visual representations are of interest for social theorists as well as cultural texts, as they give an idea on the context of cultural production, social interaction and individual experience.
Highlights
The relevance of the topic is related to several circumstances
The authors’ ideas on “the Other” were mainly defined for a long time by the principles of political correctness and the philosophy of multiculturalism. Nowadays these principles in humanitarianism turned out to be in a suspicion discourse zone and it is impossible to follow these principles in daily cultural practices
The main aim of the research is to determine the level of effect of visuality, or more precisely the visual representation of “the Other”, on the whole system of socio-cultural communications
Summary
The authors’ ideas on “the Other” were mainly defined for a long time by the principles of political correctness and the philosophy of multiculturalism. Nowadays these principles in humanitarianism turned out to be in a suspicion discourse zone and it is impossible to follow these principles in daily cultural practices. It turned out that institutionalization of “the Other” is the topic of social-anthropological, politological, philosopho-cultural studies, but it is as well a real cultural practice appealing actively to visual images, which should be analyzed. Social theorists have paid attention initially to the photographic idea of “the Other” and to the reflection of different ideologies and control strategies, power microphysics in visual representations
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