Visual codes of cultural identity in modern media space

The article considered the features of the cultural identity formation in modern reality, examines the historical background of understanding of "identity" and "cultural code" concepts in foreign and Russian science. The author reveals some aspects of the cultural identity formation and features of the visual media codes influence on the new identification model formation. We consider cultural identity as a permanent process, in which, on the one hand, personal cultural concepts are formed, and on the other, this process is a result of the formation of a new identification model based on the visual media codes influence. Cultural identity forms a person's value attitude to himself, other people, society and the world as a whole, and also predetermines the formation of an individual's stable qualities, which form his binary thinking, value judgment system, the possibility of choosing value orientations, which acts as the basis for building individual communicative model. Due to the emergence of difficulties in self-identification based on sociocultural characteristics and the spread of intercultural communication, an individual is looking for ways and mechanisms to recognize certain cultural signs and symbols. By symbols we mean cultural code that forms the cultural identity. The cultural code allows to decrypt the transformed values into meaning. Decoding is especially important in the process of decrypting visual signals from the mass media. A modern visual environment is at the same time a relevant information platform and a tool for modeling communication. Its characteristics are related to the importance of visual perception in the communication process. Content visualization creates for the individual the effect of involvement, the total visibility of what is happening, and also enables the transmission and control of information. This contributes to the formation of a new identification cultural model, it means that conclusions obtained in the course of processing are directly connected with the self-identification of the individual. The process of self-identification has a high degree of dynamism, leaving the individual complete freedom to choose options for self-presentation. The possibility of free choice and blending of traditions create a complex modern model of cultural identity. At the same time, it is important that each emerging type of identity represents a new trend in the identification program, while preserving the previous versions, which confirms the absence of a rigid framework in the existing model. Identification model appears blurry, which is associated with the intersection of various cultural codes in the socio-cultural space. Visual codes, created and broadcast in the media space, are relevant and global tools for the formation of cultural identity. At the same time, cultural identity determines the context and nature of the visual codes of the modern media space.

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