Vizualumas, Regimasis Kapitalas Ir Vertybių Hierarchijų Kaita
Visuality, Capital of Visibility and Changes in Value Hierarchy

Summary/Abstract: The cult of celebrity, the aspiration for visibility and widespread practices of seeing within contemporary visual culture touched on many important social, political, cultural and intellectual spheres. Thus, this paper discusses celebrity culture that arose out of the cinema industry, underwent significant transformations and penetrated the existing social structures. The study elaborates the research of French sociologist Nathalie Heinich and attempts to define the principles of visuality that occupies public space and produces the capital of visibility which is firmly entrenched within Western society. It pays attention to the logic of visuality transforming the notion of the elite and making importance of visual elite. It shows that the dissemination of visibility and phenomenon of visibility depend on the evolution of technology and seeing practices. Today we participate in hipervisuality, the quantitative concepts of visibility become qualitative, impose its will to cultural and intellectual life as well as influence our values and attitudes.

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