Pasaulis kaip reklaminis vaizdas
The world as an advertising picture

Summary/Abstract: The recent many-sided development and affluence of visual studies suggest that we are experiencing a cultural visual turn whose impact is seen in everyday cultural practices. The reason for visual research boom is seen in the development of information and telecommunication technologies and new media. It seems that this kind of explanation is rather one-sided. The author of the article maintains that, in order to realize the philosophical assumptions and ontological preconditions of visual turn, we must pay due attention to the Heideggerian insight that an essential feature of Modern times is the way of unconsealment of Being: the world appears as a counter-standing picture or image. Thus, the industry of Modern times, or capitalism, which is characterized by the inherent connectivity of science, technology and industry and becoming scientific industry, proceeds to the image production, image distribution, and image consumption regime, or postmodernity. The fast development of visual digital information and telecommunication technologies shapes and consolidates the media culture grounded on the advertisement. This culture makes a huge impact on all spheres of culture and living world. Thus, it is reasonable to argue that the new world picture has an essential advertising feature, and the human being is enforced to make and deliver himself as an image appropriate for various markets and social milieus.

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