Kontekst kulture: Simbolički karakter umetničke komunikacije
Cultural Context: Symbolic Character of Artistic Communication

Summary/Abstract: The author of this paper considers artistic communication as a social act, as well as an element of symbolic culture. Culture is the connective tissue and context of artistic communication because it determines the rules of communication and imposes the codes of meaning. That is why it is insisted upon the cooperation between aestheticians of communication, semiologists of aesthetics, and sociologists of culture. Artistic messages are made of signs. Their appreciation depends on the cultural level of the audience as an actor in communication. By the by, aesthetic communication is a social event and it is connected to the concept of symbolic culture as communication. Artistic messages are symbols emitted by a work of art. They are, by rule, open in the sense that Umberto Eco pointed to. Namely, in the act of communication, recipients have an active role, whereupon they introduce their own meanings into the message contents. Some authors, like John Fiske, ascribe an almost utter autonomy to the audience in the creation of meaning. Therefore, art is not replicated reality: it contains a large number of symbols, which, depending on the culture of the communicator, provoke countless different associations. Instead of the conclusion, the author deals with the issues of aesthetic communication in the era of globalization of culture and introduction of new technologies, when authentic art is replaces by such notions as creative industry and media practice.

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