Abstract
Introduction. “Visual turn” in art has determined the specifics of the civilized development of modern society. Information technology and virtual nature of the visual space development have influenced not only the language of communication but in general the entire system of social management. Purpose and methods. The purpose of the article is to substantiate the influence of modern visual art on our everyday life, opportunities for self-expression, communication, and social management. Methodological basis of the study is presented by historical, axiological, comparative, system and structural, formal and logical methods. Results. The article considers the modern reading of the visual image, its demand in modern culture, the reasons, and backgrounds of the “visual turn” in art, which has led to the diffusion of high and low in art, synthesis of creativity, and everyday life. The influence of communication virtualization, urbanization of the society and massification of culture on the formation of the individual's visual space and picture of the world are proved. Conclusions. Both positive and negative aspects of such social and cultural transformation in the process of contemporary art visualization are substantiated. The article proves that visualization of art through advertising, fashion, performance, industrial design is becoming the most important factor in social management and determination of consumers', social and cultural, ideological matrix of individual behavior. Under conditions of this hypertrophied visual component of everyday life, constructing and modeling of the newest methods of visual literacy and culture formation are justified.
Highlights
Visual turn in contemporary art: causes, trends, consequences
The artists in the era of “visual arts”, which replaced the era of “beaux-arts”, actively use visual images in their works: there is a process of mutual enrichment of design and stamped art
The change of the image function was the consequence of the technological revolution for visual culture: image conversion from the source of visual information and aesthetic pleasure mainly into the functional elements of industrial production and, at the same time, the object of the consumer market
Summary
Today we live at the break of the paradigm when a rational, Cartesian, linear, language culture still exists, but it already gives up its positions and is replaced by visual, imaginative culture. This process gradually captures more and more cultural, social, and managerial space. Visualization and visuality become part of creative thinking and transformation of the new reality and a way of communication, a factor of everyday life, and a means of social management. Information amount growth accompanied by noises, as well as the growth and lay-up of communicative connections, lead to the fragmentary perception of the world, and the self-identification crisis both of individuals and social groups
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