«ХУДОЖНІ» ТА «ВІЗУАЛЬНІ» ОБРАЗИ У СУЧАСНОМУ ОБРАЗОТВОРЧОМУ МИСТЕЦТВІ
"ARTISTIC" AND "VISUAL" IMAGES IN CONTEMPORARY ART

Summary/Abstract: The purpose of the article is to comprehend the features of "artistic" and "visual" images in contemporary art. Methodology. The main methodological approach is the cultural-semiotic analysis of the forms of manifestation of visualization of contemporary art culture. The application of a systematic approach allowed us to study semiotic systems that contribute to the comprehensive disclosure of the problem of the semantics of modern forms of visualization. The integrative approach has enabled research in new forms of visualization of modern artistic language, which combines informational and aesthetic functions. System-value and historical-typological approaches allowed to reveal the role and functions of public art in the formation of image-plot structure in modern Ukrainian culture. Due to the revealed changes, traditional images are visualized with the help of a new artistic language, which does not correspond to the traditional meanings of the artistic image. The scientific novelty of the work lies in the expansion of the features of "artistic" and "visual" images in modern fine arts. In particular, it is noted that today‘s culture changes its direction from verbal to visual communication, so the main task of the artistic image is a visual way of transmitting information and communicating with the audience at a certain cultural level. Artistic images are means of transmitting and transmitting information that are inextricably linked to the cultural context, they always go beyond a simple depiction of reality and are rather elitist in nature. At the same time, visual images address society in a visual and familiar visual language, communicating with the viewer, visualizing certain information or idea. Conclusions. Therefore, artistic and visual images have both common points and differences: the visual image, in fact, is a component of the artistic image and differs from it by certain objectivity and generalization. Contemporary artists work on the border between visuality and artistic image, filling their works with various social and aesthetic functions. However, in order to understand artistic images, the viewer, as a rule, must be informationally and culturally prepared, and visual images must be easily perceived by the public.

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