Image culture: verification of phenomen and conceptualization of a concept

At present, taking into account the “explosive” processes of the digital age, globalization, the multiple complication of the axiological picture of the world, etc., the practical and theoretical necessity of scientific analytics, technological elaboration, methodological generalization, verification of the phenomenon of image culture (passed, in the author's opinion, the framework of professional culture and acquired features of universality and scale), as well as the conceptualization of a similar concept has arisen. Irresponsible, massive exploitation of Western scientific schools, theories and technologies without proper adaptation to the Russian mentality, to Russian activities in general, have led to the fact that currently the concept “image culture” is far from ideal, and the very concept of “image” needs rehabilitation. The author defines the image culture as a formatting direction of social culture that reflects the multifaceted socio-psychological characteristics of the individual and society (in different scales: micro-, meso- and macro-, local, regional, national, subregional, etc.), integrates specific structural components (the person himself and / or society as a subject and object of image culture, specific activities for its formation, objectification and disobjectification, as well as the substantive results of this activity: the image, image, status, prestige, etc.) possesses a multilevel set of qualities: axiological, social, professional, political, worldview, etc., related to the ability to live in a multicultural society, dialogic interaction, being sense of purpose , constructive communication and self-improvement. The article gives a cultural analysis of image culture as a conceptualization and sense-filling of a personality and / or social group aimed at development and self-development, projecting the future, building individual and collective meaningful orientations. The image culture is conceptualized by the author through a systems and structural-functional approach through gender-species relations with social, professional, economic and marketing cultures, and also as an independent system whose structural elements are different-sized sets of notions like “image”, “appearance”, “brand”, “status”, “prestige”, “authority”, etc. The article gives a detailed correlation analysis on these structural elements of “image culture”, as well as the specific characteristics of its functions.

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