Sovremennye Issledovaniâ Socialʹnyh Problem (Dec 2019)
FEATURES OF VISUAL REPRESENTATION OF THE FUTURE OF RUSSIA: METHODOLOGICAL ASPECTS OF THE STUDY
Abstract
Purpose. The purpose of the paper is to determine the methodology of studying the images of the future of contemporary Russia. Materials. As empirical data, the article uses the materials submitted to the contest of video projects “Images of the future of Russia”, which took place in May 2019 at the Orеl State University Research methods. The author demonstrates the functioning of a complex methodology of visual research, which allows to analyze videos, clips, presentations, slide shows. The application of this technique reveals the meaning of the visual text not only through the analysis of its content, but also through the form of its expression. Results. As a result of the research three levels of meanings were identified in visual images. The first level is directly related to the plot. It demonstrates the expectation of the rapid growth of IT technologies, robotics, social differentiation and social tension, the dominance of the technosphere over the biosphere and the aggravation of environmental problems. The second level consists in the construction of the video series. It finds the active use of images of the past when portraying the future and it shows that the visuality can both enhance the meanings transmitted through the dialogue of heroes or voiceover text, and create a contrast with them. The third level is formed by a combination of various means of transmitting information – color and light, frame construction motion picture, musical accompaniment and the nature of the sound range. This creates a certain mood in the viewer – anxiety, confusion, fear, hopelessness, optimism or irony. Practical implications. The proposed methodology of visual research can find application in the study of cinema, advertising, fashion from the position of their functioning in society, to help identify the whole complex of translated meanings.
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