The article touches interrelated complex of problems characterizing visual communication in the digital space of modern society. The idea of forming of visual culture with a special mental constitution is being actualized. It is revealed that visual communication is a key phenomenon of the social and cultural reality of the Internet. The collision of verbal and visual that is exposed to changes in perception between the subject and the other is considered taking into account its specific qualities. If you look at the representational turn as a phenomenon of cultural consciousness opening in the space of the Internet, its quixotic duality could be noticed. The author believes that the conceptual discourse of visualization reveals new meanings and ideas, both in the thinking of some individual (as a part) and in the space of a multicode universe as a whole. It is concluded that an increasing role of visual communication in the perception of the world at all levels leads to a new type of personality.
visual communication, the Internet, image sensitivity, dual opposition “verbal-visual”, visual culture
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