Bataeva E. Phenomenon of media-visuality: experience of socio-cultural analysis

The object is socio-cultural visual that appears in the context of inter-person communication. The aim is to design conceptual background of sociocultural visualistics as interdisciplinary project having media-visuality is its subject. The methods are sociocultural, iconographic, visual-semiotic, phenomenological, hermeneutical and sybbolological analysis. The theoretical results and their novelty consist in carrying out unified historical-philosophycal analysis of forming the visuality concepts with stressing anthropological peculiarities of visual practices and vision modes in different sociocultural context; the concept of sociocultural iconography is designed as a part of sociocultural visualistics that studies media-images/icons; special analysis of media-image phenomenon in the context of comparing semiotic, post-semiotic, and iconographic approaches to its context is done; phenomenological analysis of cyber-communications using merthodologies of E. Husserl, M. Merlo-Ponty and A. Schutz is performed; in the process of iconographic analysis of gender content of media-visuality, culturological tendencies in media-translation of models of gender behavior are established; trans-sign characteristics of image are studied; sociocultural conditions of women discrimination on age features are investigated; philosophic-cultural peculiarities of socio-cultural hermeneutics on-line are analyzed with the purpose of understanding and interpreting actions in electronic texts; sociocultural codes of communication in chats are established by means of which communication of cyber-actors is visualized. The practical value deals with the fact that formulated scientific theses can become theoretic and methodological basis for further studying media-visuality phenomenon, for studying anthropologic and culturological bases of its variants; and conceptual basis of understanding of phenomenon of "iconic turn" which is one feature of postmodern culture. Main backgrounds of sociocultural visualistics can be used in philosophic virtualistics, mass-media theory, art science, visual sociology.