Гламур і тілесність: до проблеми естетичного ідеалу в сучасному візуальному мистецтві
Glamour and physicality: to the problem of the aesthetic ideal in modern visual art

Summary/Abstract: Purpose of the article is to analyze glamour and glamour physicality in relation to the criteria of artistry through the prism of the theory of simulacra of the culture of postmodernism. Contemporary visual art is viewed as a dynamic system that is exposed to the external environment: digital technologies and consumer society, and glamour is explored as an ambivalent artistic phenomenon aimed at unifying symbolic values and the aesthetic ideal and contains certain behavioral scenarios. The methodology is based on the use of an interdisciplinary principle, which made it possible to consider glamour in the context of the aesthetic ideal and as the main strategy of culture and art of the 21st century. Scientific novelty. The idea that glamour imposes certain aesthetic canons in the field of visual art and visual images is substantiated. Introduced a new concept of "glamorous fetish beauty." Conclusions. It is proved that glamour and its attributive properties directly affect the processes of aestheticization of everyday human life, which are becoming common and very ambiguous today. The results of the study can be the basis for a more in-depth study of the problem of the influence of visual images on the formation of the value bases of modern culture and art.

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