Explication of Screen Culture: History of Formation and Forms of Cultural Constitution
Explication of Screen Culture: History of Formation and Forms of Cultural Constitution

Summary/Abstract: The screen is rapidly becoming the dominant mode of modern culture, acting as a technological tool, a medium and a special, in its own way unique environment for the multidimensional human existence. This actualizes the study of the genesis of screen culture, the content and evolution of the formats of its representation both in the structure of human everyday life and in the historical continuum of culture. The research methods include the following: the methodology of evolutionism, cultural-semiotic and comparative methods, which allows to trace the genesis of screenness and compare various forms of screen culture; and the typological method and systematic approach, which allowed to systematize the forms of screen culture and reveal the principles of their distinction. The paper identifies four main screen formats: cinematographic, television, computer and smartphone-mobile. The acceleration of the screening dynamics of many cultural spheres and the formation of a special cultural continuum will be revealed, where all traditional social and personal activities are screened, creating a space of new authenticity and mythology. The framework of its architectonics is visually dynamic forms, often with interactive and hypertextual properties. At the same time, screen rhetoric is based more on visual images and clip-editing techniques for presenting information, which leads to an emphasis on emotional-affective rather than rational-logical perception. The authors concluded that many sociocultural practices are transferred to the screen format, contributing to the formation of a new dominant modality of human existence as a screen Homo Digital. The explication of the genesis of electronic screenness allows us to understand the structure of the screen reality of modern culture and build effective strategies for predicting its dynamics in the future.

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