THE CORRELATION OF IMAGE AND TEXT IN CONTEMPORARY MEDIA ART
THE CORRELATION OF IMAGE AND TEXT IN CONTEMPORARY MEDIA ART

Summary/Abstract: The twentieth century witnessed the changeover from text (book) to image. The change of the paradigm from the textual to the visual is connected with the increasing significance of visuality and the importance of the modes of seeing in the field of visual culture. The boom in information technologies recorded since the 1990s has played a seminal role in the dynamic shaping of this phenomenon, which is characterized by the diverse forms now available: film, video, internet, post-photography, advertisements and the mass media. These not only accelerate the formation of new visual forms but they also help shape the changing perception of art. Within the context of digital visual culture, a change occurs in the relationship between text and image, which becomes more flexible, more diverse and more open. The increase in intertextuality and hybridity of media art is interlinked with these processes.

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