Персонализацията на комуникативните роли в екранните изкуства
Personalisation of communicative positions in screen arts

Summary/Abstract: In the topic of personalities in art, here is the place to discuss in a new way the terrain for the unique presentation of the creative product in the media environment in the digital age in the process of screen communication. An essential aspect of the theme of personality here is the identification of the viewer by the audience - one through the total set of the global network. The media environment in the Internet era is leadingto the loss of the total identity of the individual and the acquisition of a community logos for personal territory. The fact is the displacement of the sovereign Logos of the individual from the trivializing community of the collective - the stigmatizing logos of otherness.

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