ВІЗУАЛЬНІ КОМУНІКАТИВНІ ПРАКТИКИ В КОНТЕКСТІ РОЗВИТКУ КРЕАТИВНИХ ІНДУСТРІЙ
VISUAL COMMUNICATIVE PRACTICES IN THE CONTEXT OF THE DEVELOPMENT OF CREATIVE INDUSTRIES

Summary/Abstract: The purpose of the article is to investigate visual communicative practices in the context of the development of creative industries and to reveal the interdependence of their development. The research methodology involves the use of a set of methods: analytical, synthetic, cultural, semantic, which will allow a comprehensive consideration of the given problem and obtain substantiated research results. The scientific novelty consists in the systematic generalization of the formation of modern communication based on the predominant visual factor and to reveal the interdependence with the trends of increasing the development of the sphere of creative industries, as well as the discovery of a characteristic semantic field as a factor in the retransmission of sign-symbolic cultural codes and corresponding messages. Conclusions. The technological capabilities of the modern information environment and visual communicative practices provide wide opportunities for the application and creation of visual images and meanings, not only representing objective reality, but also providing communicative needs, forming a separate space of the informational and communicative cultural environment capable of transmitting ideas, meanings and values cultures with a predominance of the visual component. Communicative strategies of creative industries are mostly oriented on visual perception, have their own symbolic and semantic load, are a way of understanding current events and phenomena of socio-cultural life and serve as a means of spreading relevant creative narratives and ideas.

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