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SOURCE:   Historical, Philosophical, Political and Law Sciences, Culturology and Study of Art.
Issues of Theory and Practice
. Tambov: Gramota, 2017. № 4. P. 139-143.
SCIENTIFIC AREA: Philosophical Sciences
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SELF-IMAGE TRANSFORMATION IN MEDIA-REALITY (FROM RENAISSANCE INDIVIDUALISM TO TRIBAL CONSCIOUSNESS)

Melikhova Nazilya Nakipovna
Kazan National Research Technological University


Abstract. The article discusses the problem of self-image transformation in the digital epoch. West European visual art is considered as an experimental ground providing the modern human with technologies of self-presentation in communication. The author focuses on visualism as a form for the human being to interpret his/her identity. The field to accumulate the self-image is media-reality creating the feeling of mythical integrity of not only the whole mankind but the human being and culture, subject and object, elite and masses.
Key words and phrases: визуализм, новоевропейское искусство, образ "я", медиареальность, мифологическое сознание, глобальная деревня, презентация себя, visualism, New European art, self-image, media-reality, mythological consciousness, global village, self-presentation.
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