Екранна культура в історії візуальних мистецтв: феномен, специфіка, актуальні трансформації
Screen culture in the history of visual art: phenomenon, specificity, actual transformations

Summary/Abstract: The purpose of the article is to study the role and place of screen culture in the modern paradigm of visual creativity, identifying its specificity and current transformations. Methodology. The research has an interdisciplinary character, historical (diachronic), comparative (synchrony), and also systematic approaches are used. Scientific novelty of the work. The article attempts to expand and deepen existing research on the place, role and specifics of screen culture in the history of visual arts. Conclusions. Screen culture, developing and acquiring new forms over the course of two centuries (from «silent cinema» to the virtual world) also changes a person as a subject of visual communication. It is shown that modern screen culture is a complex phenomenon that combines several types of art – visualization itself, music, language creation. The study has confirmed that today screen culture is a new, developed form of cultural competence of modern man, the newest mechanism of socialization and enculturation. At the same time, it is also a system for manipulating, controlling the mind of a person and his needs. It is noted that the prospects for further research is the study of the genre paradigm of a feature television serial as one of the specific forms of screen culture and the disclosure of the features of screen characters of modern domestic TV airtime.

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