Contemporary Visual Culture as a Means of Representing National Identity ; Сучасна візуальна культура як засіб репрезентації національної ідентичності

The aim of the article is to identify the peculiarities of national identity representation in modern visual culture. Research results. The article examines the concept of representation in visual culture; analyses the main content of national identity visual representations in the context of the theory of the visual; considers representation as a process of cultural codes symbolic analysis (according to S. Hall), and specifies that, according to this theory, culture is a decisive force in the organisation of the universe of meaning and ordering of the world by people. The scientific novelty lies in the study of theoretical approaches to visual culture and understanding of representation concept in visual culture in the context of national identity. Conclusions. As of the beginning of the third decade of the 21st century, visualisation is seen as one of the universal characteristics of contemporary culture, due to the growth of visual artefacts that are rapidly filling the socio-cultural space. In modern scholarly research, visual representations are seen as a means not so much of reflecting their prototypes through figurative or textual codes as of transforming them, as well as articulating and constructing social processes. Representations in visual culture (photography, cinematography, mass media, advertising, visual arts, etc.) influence the social image, everyday socio-cultural practices and communications. Visual culture, which is as important an indicator as narrative, offers a “different” perspective on how national identity is constructed or represented. The way of thinking of each nation allows it to develop a special form of visual culture. ; Мета статті — виявити особливості репрезентації національної ідентичності в сучасній візуальній культурі. Результати дослідження. У статті досліджено концепцію репрезентації у візуальній культурі; проаналізовано основний зміст візуальних репрезентацій національної ідентичності в контексті теорії візуального; розглянуто репрезентацію як процес символічного аналізу ...