Kazachstano ir Lietuvos vizualinė tapatybė skaitmeninėje medijų erdvėje: simbolis, atmintis ir medijų kodų režimai
Visual Identity of Kazakhstan and Lithuania in Digital Media Space: Symbol, Memory, and Media Code Modes

Summary/Abstract: The article examines the process by which visual identity is generated in contemporary digital media, not as an established set of national symbols, but rather through images that circulate and are interpreted by institutions and users. It presents a comparative analysis of symbolic strategies in contemporary art from Kazakhstan and Lithuania, treating them as cultural codes that crystallize memory and provoke interpretive competition. The research adopts a qualitative comparative approach that may be described as iconological analysis, semiotic code retracing, and cultural-memory reading of works exhibited in institutionally legitimate venues such as museums, galleries, and major biennials. The results indicate that Kazakhstani semiotic practices foreground corporeality, affective memory, and a rubble of material traces, with the symbol functioning as an axis of traumatic experience re-coded through digital flow. In contrast, symbolization in Lithuania is shaped by archival and museological logics, which assemble memory through selection, installation, and display in order to reveal the institutional mechanics of history. According to the study, the central distinction between the two approaches lies not in a fixed “set of symbols,” but in differing forms of medialization and stabilization. The article advances an understanding of visual identity as a battlefield between cultural memory, media codes, and interpretive expectations, with implications for art education, curatorial practice, and cultural policy.

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