UDC 72.01+001.18
DOI: https://doi.org/10.17721/UCS.2022.2(11).13
Olena Pavlova, Doctor of Philosophical Sciences, Professor
Taras Shevchenko National University of Kyiv,
60, Volodymirska Street, Kyiv, 01033, Ukraine
WHEN VISUAL PRACTICES BECAME MEDIATIZED:
THE CONTEXT OF THE SIGNIFICATION MODE OF MODERNISM AND THE CLASSIC CULTURE INDUSTRY
Mediatization of visual practices in the logic of the formation of the classic culture industry contained the following elements of implementa- tion: mechanization of production and reproduction of cultural products, accordingly, its reduction in price and the possibility of being commercial- ized, mass consumption, and, consequently, production, of a mass audience. The signification mod of modernism includes "the desacralization of the image of the Author" (scriptwriter, not creator; collective, not person, individual) and the disappearance of the aura of the artistic work (the order of signifiers becomes derived from technical parameters, and therefore, the media become actors of cultural production).
Keywords: visual media, visual practices, contemplation, spectacle, high culture, classic culture industry, optical mediа.
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© Olena Pavlova, 2022