Screen culture is a product of the information society. Screen culture Social and psychological characteristics of screen culture

Availability: In stock!

$ 0.76 per pill

Quick Overview

Reviews

Viagra Jayne Hebert Rating: 97 out of 100, 71Viagra Sharon Martin Rating: 96 out of 100, 71Viagra Peggy Hazlewood Rating: 95 out of 100, 71Viagra Troy Perkins Rating: 84 out of 100, 7187 out of 100, 71Viagra Helen Lee Rating: 86 out of 100, 71Viagra Rebecca Dunlap Rating: 79 out of 100, 7171 out of 100, 71Viagra Dorothy Schroeder Rating: 78 out of 100, 71Viagra Megan Martinez Rating: 93 out of 100, 71Viagra Rose Herrera Rating: 82 out of 100, 71Viagra Mary Bowman Rating: 75 out of 100, 71Viagra Synthia Tindall Rating: 83 out of 100, 71100 out of 100, 71Viagra Andrea Kilburn Rating: 96 out of 100, 71Viagra Bernardo Montano Rating: 88 out of 100, 71Viagra Christy Huang Rating: 93 out of 100, 71Viagra Mary Franks Rating: 73 out of 100, 71Viagra Beth Charette I am completely blown away. I wish I would have thought of it first. You won't regret it. It really saves me time and effort. Viagra is exactly what our business has been lacking. Rating: 87 out of 100, 71Viagra Sharon Martin Viagra is worth much more than I paid. Rating: 96 out of 100, 71Viagra Peggy Hazlewood Dude, your stuff is the bomb! Viagra was worth a fortune to my company. Rating: 95 out of 100, 71Viagra Troy Perkins I didn't even need training. Viagra is awesome! I wish I would have thought of it first. Thanks guys, keep up the good work! Rating: 84 out of 100, 71Viagra Anna Smith It's really wonderful. Rating: 87 out of 100, 71Viagra Helen Lee It really saves me time and effort. Viagra is exactly what our business has been lacking. Thanks for the great service. I have gotten at least 50 times the value from Viagra. Absolutely wonderful! Rating: 86 out of 100, 71Viagra Rebecca Dunlap Great job, I will definitely be ordering again! Wow what great service, I love it! We"re loving it. Viagra did exactly what you said it does. Rating: 79 out of 100, 71Viagra Jennifer Lenoir The service was excellent. Rating: 71 out of 100, 71Viagra Dorothy Schroeder I don"t know what else to say. I would gladly pay over 600 dollars for Viagra. Rating: 78 out of 100, 71Viagra Megan Martinez After using Viagra my business skyrocketed! This is simply unbelievable! Rating: 93 out of 100, 71Viagra Rose Herrera I am completely blown away. I will recommend you to my colleagues. I just can"t get enough of Viagra. I want to get a T-Shirt with Viagra on it so I can show it off to everyone. I am really satisfied with my Viagra. Rating: 82 out of 100, 71Viagra Mary Bowman I"m good to go. Viagra is the next killer app. Rating: 75 out of 100, 71Viagra Synthia Tindall We"re loving it. Viagra has completely exceeded our expectations. Rating: 83 out of 100, 71Viagra Leslie Barry Thank You! I love Viagra. Rating: 100 out of 100, 71Viagra Andrea Kilburn We can"t understand how we"ve been living without Viagra. I was amazed at the quality of Viagra. Viagra was the best investment I ever made. Rating: 96 out of 100, 71Viagra Bernardo Montano Since I invested in Viagra I made over 100,000 dollars profits. I don"t always clop, but when I do, it"s because of Viagra. Viagra is great. Rating: 88 out of 100, 71Viagra Christy Huang Definitely worth the investment. Thank you so much for your help. Keep up the excellent work. Rating: 93 out of 100, 71Viagra Mary Franks Needless to say we are extremely satisfied with the results. Rating: 73 out of 100, 71Viagra Beth Charette I am completely blown away. I wish I would have thought of it first. You won't regret it. It really saves me time and effort. Viagra is exactly what our business has been lacking. Rating: 87 out of 100, 71Viagra Sharon Martin Viagra is worth much more than I paid. Rating: 96 out of 100, 71Viagra Peggy Hazlewood Dude, your stuff is the bomb! Viagra was worth a fortune to my company. Rating: 95 out of 100, 71Viagra Troy Perkins I didn't even need training. Viagra is awesome! I wish I would have thought of it first. Thanks guys, keep up the good work! Rating: 84 out of 100, 71Viagra Anna Smith It's really wonderful. Rating: 87 out of 100, 71Viagra Helen Lee It really saves me time and effort. Viagra is exactly what our business has been lacking. Thanks for the great service. I have gotten at least 50 times the value from Viagra. Absolutely wonderful! Rating: 86 out of 100, 71Viagra Rebecca Dunlap Great job, I will definitely be ordering again! Wow what great service, I love it! We"re loving it. Viagra did exactly what you said it does. Rating: 79 out of 100, 71

Many believe that the future belongs to “screen culture”. But it should be noted that if this culture becomes widespread in society, it will become “mass”. This is confirmed by the fact that its existence in the XX century. inevitable and predictable. Even in our country, “mass culture” is reflected not only in fiction and TV production, but also in the design of one’s own home, choice of clothing, household appliances, car brand, even the breed of a domestic dog.

Elements of screen culture can be found in time immemorial,

at the dawn of humanity, when a primitive savage, placing a hand or some object in the space between a light source (entrance to a cave, a fire) and the wall of the cave, received a still or moving image on it, like on a screen. For thousands of years, elements of screen culture have been present in shadow theater. But the real flowering of screen culture appeared at the end of the 19th century, when in 1895 in France the Lumière brothers invented the film projector and created the “nickel oldeons” - the first cinemas.

Thus, screen culture is a culture whose main text carrier is not writing, as before, but a screen, a monitor. And in this sense, screen culture is a logical, natural stage in the development of book and written culture, since the screen (computer) page is a revived, voiced book page.

Screen culture

based on a system of screen images and screen speech. They combine action, spoken language, animation modeling, written texts and many other elements. It is quite natural that the content of screen culture includes a wide variety of forms associated with cinema, television and computers.

Modern computer

differs from other means of transmitting information in that it is able to present data in various ways - in the form of sound, image, text, tables, etc. The computer interacts interactively with the user, who acts as an active subject. It is quite natural that in this case the computer can, to a greater extent than any other media, satisfy the individual needs of the viewer . In particular, the computer can perform all the functions of demonstrating a movie selected by the user over the Internet. In this case, the computer screen turns into a movie screen.

A special type of computer technology, called multimedia, is increasingly used, which combines both traditional statistical visual information (text, graphics) and the presentation of cultural artifacts in a dynamic form (speech, music, video fragments, animation, etc. ).

The user simultaneously becomes a reader, a listener, and a viewer,

which increases the emotional impact on a person.

Multimedia tools are actively being included in the entertainment industry, in the work practices of information institutions, museums, and libraries. Multimedia programs are used in the learning process. Such a program for teaching a foreign language makes it possible to accompany the words written on the display with the correct pronunciation. In this case, the computer, acting as a teacher, can reproduce the text and its accompanying voice as many times as necessary for memorization.

The development and functioning of television is increasingly connected with the world of computers. Everything is moving towards the time when the computer will replace the movie camera and television.

Computer culture dialectically includes all the positive aspects of the previous stages of the development of screen culture. However, unlike cinema and television, the computer makes it possible, within the World Wide Web, to greatly increase the degree of freedom of choice of information, provides global intercommunication and takes into account the individual needs of the user to the maximum extent. The development of “electronic mail” allows the user to enter into direct contact with people of interest and participate in teleconferences.

Screen culture, in the process of its development, is increasingly adapting to meeting the needs of consumers of this culture and taking into account their interests. The freedom to choose the presentation of certain cultural phenomena increases as screen culture develops.

Screen culture is a new information environment, a new culture of the information society, where the main value is not material goods, but spiritual factors, information and knowledge. That is why this new human environment is called the information society. In this society, screen culture functions against the general background of information culture.

AYILGY group,
magazine "Sacred Forces".

UDK 7(097)

TELEVISION IN THE SYSTEM OF SCREEN CULTURE

E.A. Aliev

The purpose of the article is to study television as an integral part of screen culture in the era of the information society. The main objective of the study is to study the system of “screen culture” and television, which, in the course of the development of the computer industry, are supplied with new technical means. Television, being an integral part of screen culture, is not only a mass media, but also a means of assimilation, accumulation, storage and transmission of national cultural heritage to future generations.

Key words: screen culture, television, information society, television art.

E.A. Aliyev TV in system of screen culture.

The purpose of clause studying of TV as an integral part of screen culture during an epoch of an information society. The main task of research to study the system “screen culture” and TV, which process of the computer industry is supplied with new means. The TV, being a component of screen culture, is not only mass media. The TV as a kind of art is as well means of mastering, accumulation, storage and transfer to the future generation’s national-cultural heritage.

Key words: screen culture, TV, information society, TV art.

“Screen culture” is closely related to scientific and technological progress. Technological advances have led to the creation of screen artifacts such as film, television, and computer technology. Screen culture, which is a carrier of information, is addressed directly to society. It is a form of culture where the screen is a material carrier of informational text.

Screen (from French “ecran” - shield, screen) is a device that has the ability to receive, reverse and reflect various energy rays. The screen is designed to use rays or protect against them. However, its main function is to obtain images using electron beams. It is this function that is assessed as the main technical basis of screen culture. Hence the conclusion that the screen is a purely technical concept. With its help, viewers create a connection with screen culture in a visual and figurative form. The screen has gone through a number of revolutionary technical stages: moving from its original form, that is, from the white canvas of cinema, to a device that reflects the electron beams of television, and further, passing into the last evolutionary form - the computer display. At each stage of the above development process, the screen's ability to reflect images was improved. And this, in turn, eliminated the difference between the real world and the world of signs. At the present stage, screen artifacts have caused the creation of a special virtual world.

The development of screen media that transmit information gave impetus to the formation of a “screen culture.” Perhaps we can agree with the opinion of the Russian researcher V. Poliektov that “every scientific and technological progress and scientific revolution of historical significance at the same time forms new “epistemological metaphors.” And this determines control over the way of thinking and behavior of society.” From the end of the 20th century to the present day, one of these metaphors has been the “screen”. The “screen” phenomenon created the basis for the creation of screen culture. Thus, “screen”, “screen adaptation”, “screen reality” and the related “virtual reality” became a central cultural phenomenon of the 20th century.

Today, a new type of screen culture is being formed, combining the technical capabilities of information technology with the intellectual potential of a person. The criterion that defines screen culture is precisely the “screen adaptation”, and not the “recording”, which is a material carrier of information. This culture is created based on a system of screen images, speech of various characters and imitation of events. Screen culture, going through the process of development, is an interactive fruit created on the basis of the system of world experience of human activity.

Many characteristic features of screen culture are revealed in its formulation. According to the conclusion given in the scientific literature, in order to give a general formulation of “screen culture” it is necessary to systematize all world methods of approach and study.

The system of “screen culture” combines three main elements, organically

related to each other - cinema, television and computer culture. The main factor creating a system of screen culture is the presentation of an object in an audiovisual and dynamic form. This factor, which concerns all three elements of screen art, creates a systemic connection between cinema, television and computer culture. Today, the factor of “presenting information in digital form” is being formed, which simultaneously creates the achievement of scientific and technological progress. The electronic-digital method is most characteristic of computer culture.

Information-transmitting screen products combine all the elements of screen culture. According to the formulation given by V. Egorov in the “Terminological Dictionary of Television” (1997): “Television is the creation and mass distribution of audiovisual information in a certain system of interaction with the audience. Audiovisual information means any provision of signs, signals, images, sounds or other messages that are not in the nature of private correspondence to the public or individuals by means of television technology. The concept of “television” includes broadcasts, transmission or reception of signs, signals, inscriptions, images, sounds or information of any kind through wired communications, optical systems, radio technology or other electromagnetic systems. All this makes television one of the most important media."

The essence of television, like other media (hereinafter referred to as media), is determined by the categories of “time” and “space”. The category of “time” is determined by the harmonious duration of television in a certain time period. And the category of “space” of television programs is determined by synchronicity, which regulates the direct connection of television with the audience, that is, the transmission of this or that audiovisual information to a large audience, including various age groups of people. In addition, there are other distinctive features of television: multifunctionality, one-way focus, the ability to freely choose television programs, personification of information, the ability to assimilate visual products, etc.

When talking about the overall aesthetic essence of television, it is usually presented as an intricate system that reflects reality. In fact, being a single system, television consists of two main parts: “artistic” and “non-artistic”. The art television system includes various types of television programs created through screen art. And the non-fiction television system includes informational programs, including journalistic, educational, didactic, sports and other programs.

Today, television combines all the important functions that books, newspapers, magazines, radio and other sources of information once performed. The goals set for television are multifunctional in nature. As a cultural factor, it covers all functions of economic, political, social and ethical information. In addition, being a unique aesthetic value, television is a new art form. Television is valued not only as one of the mass media, but also as a new synthetic art form. It is capable of transmitting ongoing events over long distances, assimilating them in an aesthetic form. Although today television, from a mass point of view, is similar to cinema, it is still ahead of it.

The importance of screen culture is growing more and more every day, based on audiovisual technology, computers, video technology and the latest means of communication created in the post-industrial information society. Receiving storage, transmission and use of information occurs with the help of new technologies. And this, in general, causes fundamental changes in culture. As a result of our research, we came to the conclusion that in receiving and transmitting information, the “screen culture” based on space computer technologies is inherently international in nature and easily crosses the borders of national states. Screen culture knows no language limitations and, without a “translator,” finds its way to the consciousness of a multilingual public.

In the information world, the forms of mutual relations of people to each other and to society as a whole are being transformed. The transformation of relationships determines two more trends

in the development of screen culture - mass character and anti-mass character (individuality). Azerbaijani television specialist, professor Elshad Guliyev, in his study entitled “Television: theory, development trends” (2004), quite correctly notes the following: “One of the negative qualities of television is its tendency to standardize spiritual life and identify people’s behavior and human personality (to achieve mass popularity society)". Based on this, we can say that the connection between screen culture and mass culture gives the former a mass character. The mass nature of screen culture lies in the fact that all the artifacts of world culture are reflected here. Thus, through screen culture, famous museums, libraries, historical monuments, theater salons and concert halls become accessible to the general public, thereby ensuring the dissemination of cultural artifacts. “In connection with the development of cable television, satellite dishes and other types of electronic equipment, the process of preventing society’s tendencies towards “standardization”, “centralization” and “mass” has begun; each person will have the opportunity to choose the information he needs and avoid negative influences from the outside. This process will restore the original essence of television. In the process of forming a spiritually rich and comprehensively developed person, television will participate more and more closely and with renewed vigor.”

The solution to this humanistic problem lies in an objective assessment of the events taking place in the modern world, in identifying the nature of modern reality. In addition, in mastering deep philosophical knowledge, denying existing ideological dogmas and understanding the world in a new aspect, in the process of its evolution in the context of new trends. The initial problem was chosen to be the problem of reality in a new interpretation for the theory of art. Philosophy, connecting its ideas with the ideas of historical eras, today acts as a compass in the study of science and thereby illuminates the stages of human development and, in turn, in the information society, reveals different cultures at the international level.

The global information society, emerging in the 21st century, influences the essence of television and becomes the reason for the formation of a new art form. Today television, being an integral part of screen culture, is not only a mass media. Television as an art form is also a means of assimilation, accumulation, storage and transmission of national and cultural heritage to future generations.

Literature:

1. Azerbaijan Soviet Encyclopedia. In 12 volumes. Volume 3. Baku: Krasny Vostok, 1979. - 600 p. (in Azerbaijani)

2.Poliyektov V. “Will man disappear or be reborn in screen culture?” // St. Petersburg University. - 1998. - No. 10. - P. 3-10.

3. Egorov V. Terminological dictionary of television. Basic concepts and comments. [Electronic resource]. Access mode: // http://auditorium.ru. - Retrieved 05/15/2008

4. Kuliev E. Television: theory, development trends. Baku: “East-West”, 2004. - 366 p. (in Azerbaijani);

5. Kuliev E. Television: theory, development trends. Baku: “East-West”, 2004. -, 366 p. (in Azerbaijani)

Spiritual culture of the individual and society, its significance in public life. Folk, mass and elite culture. Screen culture is a product of the information society. Culture is the world that man created for a comfortable existence. This world is constantly changing, adapting to new social demands. CULTURE = TRADITION + INNOVATION Spiritual culture is an important component of human activity, associated with the level of education, thinking, social environment, quality of life, the individual and society as a whole. The spiritual culture of an individual includes knowledge, faith, feelings, needs, abilities, aspirations, and goals of people. The spiritual life of an individual is impossible without experiences: joy, optimism or despondency, faith or disappointment. It is human nature to strive for self-knowledge and self-improvement. The spiritual culture of an individual includes the level of education of the individual, the knowledge he has mastered about himself and about the world. Spiritual culture plays an important role in the life of society, being a means of collecting, storing and transmitting accumulated human experience. Culture serves as one of the most important characteristics of the life of both an individual and a particular society as a whole. Folk culture is the culture of the broad masses. The peculiarity of this type of culture is that it is formed from the moment of formation of a certain national state. Its basis can be called the amateur creativity of the nation and the experience of the masses. Often these are traditions and customs. The elite is formed in the upper strata of class society. This happens from the moment their high position in society is consolidated. Elite culture includes a specific lifestyle, service sector and professional art. Elite culture is disconnected from folk culture and forms its own traditions and values. Mass culture has become possible since the end of the 19th century. This is due to the fact that it became possible for the broad masses to receive education and to spread elements of elite culture. The cultural level of the broad masses began to rise. Thus, mass culture is formed at the intersection of folk and elite cultures. Screen culture is an indicator of sociocultural progress in the history of the world community. In general, the spread of screen culture through cinema, television, and computers has led to a change in the picture of the world and the vision of man. Thus, screen culture is a developing system of interconnected elements such as film, television and computer cultures, the system-forming feature of which is the presentation of information in audiovisual and dynamic form.

screen, culture, screen culture, thinking, language.

Annotation:

The article examines the spectrum of generalization of the influence of the screen both on the life of each individual person and on the entire culture as a whole.

Article text:

Reflecting on the screen nature of modern culture, one cannot help but note that recently the screen has occupied a predominant place in human culture and life. It is no coincidence that the screen is an “icon of the 21st century,” which encompasses the entire range of generalizations of the influence of the screen both on the life of each individual person and on the entire culture as a whole. Let us list the main parameters of this influence:

• the computer provides the necessary information,
• computer screen helps in learning,
• the screen enriches the cultural sphere of a person,
• the screen allows you to instantly process the necessary information,
• the screen occupies the main leisure time of a person in modern culture,
• the screen allows you to solve financial and economic problems,
• Often the screen becomes a fast and real way to make money.

Let us also dwell in detail on the influence of the computer on a person of modern culture, his communication, thinking, and language. As you know, a computer is a technical tool artificially created by man for solving those problems that arise in the process of human life. From this it follows that, according to the viewer, the screen should be subordinated to the person. Noting this circumstance, E. Fromm formulates, in our opinion, the main meaning of the relationship between man and computer, which is that it is man, and not technical devices, that should become the main value, optimal human development, and not maximum labor productivity.

It is difficult to disagree with the fact that communication using a computer changes the nature of interpersonal communication between people themselves and determines completely new features of this communication. As you know, communication is a complex process of interaction between people, a specific means and form of transmission of social and cultural information, a process of exchange of activities, experience, knowledge, and abilities.

However, we emphasize that at the same time, communication is an interpersonal connection of cultural and social subjects with each other, during which they perceive and understand partners. Since in the state communication has become a factor in uniting people into various social communities and has become an organic part of the lives of people and society as a whole, therefore, it began to bear the following functions:

• communicative (information exchange),
• interactive (interaction between partners),
• perceptual (perception and knowledge of each other by partners),
• an information form of communication, which involves transmitting a message in a unilateral, monologue manner and a procedural form of communication, that is, understanding communication as a communication process,

Let us note that the use of technical means as means of communication is not limited to the communicative function. These tools can perform the following functions:

• give assessments
• correct errors,
• provide indirect communication of people with each other,
• calculate and predict one or another result of an activity.

Thus, all this brings us to the idea of ​​the specifics of communication in the field of screen culture, which is mediated by computer technical means. Since the invention of information technology means unusually expands the possibilities of human communication, screen culture turns out to be completely unrestricted by the direct presence of the individual, because it has many means for transferring this tool of communication to any point in space.

Of course, new types of communication generated by modern information technologies provide the following prospects for screen cultural communication:

• the ability to communicate effectively with each other over long distances,
• makes a huge world of artistic artifacts accessible to people,
• preserves user anonymity,
• makes communication indirect.

Note that from a social point of view, anonymity is a useful mechanism for people to vent their feelings, exchange ideas and concepts, and also hide from criticism and public disapproval. However, we note that anonymity itself also creates a contradiction in culture and society, since there is quite a significant contradiction between the needs of society for openness and the needs of individuals to have the right and opportunity to speak out anonymously.

Let us also note that the mediation of communication leads to the impoverishment of its human forms, alienation of subjects from each other arises, and the deficit of interpersonal connections grows. At the same time, alienation is a specific social process, which is characterized by the transformation of human activity into a relatively independent force that dominates and dominates him. A person of modern culture breaks away from many components of real reality, goes into the realm of phantom worlds in which he must exist voluntarily or forcedly.

All this leads us to the conclusion that the screen nature of modern culture can introduce a person to great cultural values ​​and, thereby, contribute to his intellectual development. But at the same time it can turn a person into a simple consumer of primitive game programs, when the person is alienated from true culture and fruitful intellectual activity.

Let us emphasize that this contradiction is generated precisely by the screen: the affairs and interests of the entire world community become accessible to a person, and at the same time he is in social isolation. Thus, the improvement of screen technical means, on the one hand, increases the individual’s freedom of choice of certain cultural values ​​and, on the other hand, limits the scope of interpersonal human communications.

It is interesting that when watching a movie in a cinema, communication occurs between viewers on the scale of the auditorium, which disappears with the advent of television, which narrows the scope of communication, as a rule, to the size of a family group. The screen remains alone with its user, allowing it to be used uncontrollably and without time restrictions.

Thus, interactive communication is formed in screen culture, during which an individual can change the form and content of the transmitted information in accordance with his tastes and desires. Let us note that if in the process of development of screen culture the scale of interpersonal relationships decreases, then the interactivity of communication increases.

It is important to note that in the art of cinema there is practically no interactivity of communication, in contrast to television culture, where the viewer has the opportunity to choose one or another program. It is also known that television uses two channels - broadcast and interactive. Interactive television can be used to demonstrate entertainment programs, make transactions, and in the learning process.

Modern interactive television technologies include numerous set-top boxes, some of them have a hard drive, with which viewers can change the viewing program during television programs, pause, and exclude on-screen clips when watching programs. Interactive communication in television art is also realized when choosing artistic programs over the phone, when polling public opinion about a particular artistic program, every day more and more correcting modern culture.

Let us briefly dwell on the admissibility of the concept “computer art”. Using the capabilities of a modern screen via the Internet, the user has a wide choice of displaying artistic values, and also has the opportunity to take part in the creation of works of art. Despite the fact that the lack of professional training in creating such works does not allow us to talk about art as such, one cannot fail to note the unconditional impact of modern computer technology on art in the following areas:

• on the one hand, computer screen technology is used in the creative work of artists and sculptors, actors and composers,
• on the other hand, modern information media make high culture accessible to the public, thereby lowering its value level.

So, for example, most attempts to use computer technology in art are associated with painting and drawing, which makes two approaches to the use of computers in this area relevant: in the first case, the computer plays the role of a simple tool, in the other, the artist gives the machine a program, not knowing what from this it will turn out that the computer itself creates a work of art, which can only conditionally be called that.

Let us also note that in traditional architecture, modeling of designed buildings comes down to making models from plastic, steel and other materials, painting these models, mounting and photographing from different angles for demonstration to the customer. Making changes to the model or revising it often leads to repetition of this work, while using a computer, the architect can first build a model using existing architectural programs, simulate the textural and landscape features of the project, and save the necessary information in the machine’s memory. Subsequently, when making changes, the architect enters new information into the computer, and the inclusion of new data in the overall project and, if necessary, the construction of a new model is undertaken by the machine.

We also note the following promising areas for using the screen in artistic creativity:

• a similar technique exists as a unique direction in musical creativity, called computer music or electronic music; computers are very widely used in the creation of musical works, since musical synthesizers reproduce orchestral instruments and enrich the sound gamut;
• computers have been used to compose music consisting of ordinary musical tones played by a synthesizer under the control of a program; computer music synthesizes new sounds and allows the orchestration of a melody to be greatly simplified;
• The artist’s creativity also has prospects, which, including the participation of a computer, frees the author from a series of lengthy, purely technical work, with the help of such software products as an artist can create sketches, models of future paintings or independent works of art on a computer;
• The use of screen computer culture in the theater is also promising, which occurs mainly through the modeling of stage scenery and lighting design options;
• The capabilities of the screen are very widely used in literature as a means of typing, storing, processing and translating text information.

Note that interactive communication is communication through a technical medium, and it cannot replace the direct personal communication that people will always need. However, we should not forget that information and technical means carry out almost instantaneous transmission of cultural values, compressing space and accelerating time. Information is transmitted in real time, making the user involved in the flow of history that is flowing right now.

S.G. Kara-Murza, who studied the problem of changing people's consciousness under the influence of information technology, notes that some anomalous power of suggestion that television has can serve as a symptom for the detection of a more fundamental problem - a change in the type of consciousness and thinking during the transition of humanity to a new way of obtaining information, not from a sheet, but from the screen.

Thus, passive consumption of information on a computer, television, audio, radio, telephone is increasingly displacing active forms of leisure, creativity, cognition, forms rigidity of thinking, and deprives people of direct communication with each other. The narrowing of personal space and alienation from living nature causes an involuntary desire to simplify the picture of the world, fear of decision-making, and fear of responsibility.

Let us note that such thinking is often specified by a rigid computer program, obeys the rules of formal logic, and becomes unambiguous, as if losing dialectical flexibility and the ability to sense. It becomes divorced from the subject, deprived of his emotional feelings, intuition, and true creative process. All this leads to the fact that the natural scientific approach is replaced by an artificial-technical, informational approach, in which a person, as an individual, is active and participates as a unit of consciousness, which gradually merges with the flow of signs and images produced by screen culture.

Gradually identifying a person with screen culture can lead to a loss of individuality and a decrease in the general cultural level of the individual. Such thinking and its product, knowledge, can be called impersonal and uncreative, since personal knowledge is intellectual dedication, which has speed and accuracy at the expense of emotionality and dialecticism.

Of course, all this has a negative impact on the culture of both interpersonal communication and creative realization. In the morality and behavior of people, in their cultural needs, the criterion of practical benefit and expediency comes to the fore; a person of modern culture is becoming more and more pragmatic, calculating to the detriment of his emotional perception of the world.

Let us also note that changing people’s thinking affects their behavior, needs and ways of satisfying them, and the entire lifestyle of individuals and society as a whole. All this makes it socially significant to study the adjustment of people’s consciousness under the influence of computer technology, which is turning into a kind of new historical reality.

The last circumstance allows us to talk about a new type of thinking of a person in screen culture as a result of a reflection of the process of computerization of society. Receiving a stream of fragmentary and random information through the media system, a person remains on the surface of phenomena without their critical perception and thoughtful comprehension. Modern culture is beginning to turn into a kind of web in which scraps of intrigue and falsehood, political games and a flow of unnecessary information accumulate.

Modern screen computer culture, equipped with powerful information tools, also has a positive impact on people’s thinking, since under its influence, modern thinking becomes characterized by such properties as the fusion of figurative and logical reflection of reality, enriching human thinking, but only if this use the culture in doses. Because the logical on the TV screen, and especially the computer screen, is presented to the viewer in the form of images, which makes the perception of the logical easier, more accessible and emotionally charged.

Subsequently, this leads to the realization of the epistemological function of screen culture, which appears in a variety of cognitive forms that complement each other. Such complementarity of the figurative and logical has a psychophysiological basis in the two hemispheres of the brain, the right one performs the function of reflecting reality in the form of images, feelings, the left one solves the functions of rational cognition.

Since both hemispheres are two parts of one hypercomplex system - the human brain, they turn out to be interconnected, since the human brain works based on both logic and imaginative thinking. In the case when a person thinks exclusively logically, the extra-logical part of consciousness is also involved.

It is difficult to unambiguously answer the question whether figurative perception of the world prevails in computer culture or is it associated with logical thinking, despite the figurativeness and mosaic nature of computer thinking, this thinking orients a person towards the fusion of conceptual and visual, speed and flexibility, and reactivity of thought. Let us also note that the new skills instilled in modern people by screen culture do not always have a positive connotation. Thus, computer sites provide conflicting information about the same events, which contributes to the formation of the opinion that there are many truths.

All this leads to the fact that the psychological portrait of the user of screen culture products and its technical capabilities is as follows:

• internal disunity,
• fragmentation of people's opinions,
• increased conflict,
• a feeling of a kind of cult of information,
• unidirectionality of opinions,
• the habit of thinking in terms of a set of cliches and standards.

Since changes in communication under the influence of screen computer culture technology cause certain changes in people’s mental activity and form a new style of this thinking, changes in the nature and content of thinking have a significant impact on language, which is organically connected with thinking, is a means of communication, the material shell of thinking, which affects on the development and formation of language.

It is traditionally known that language is generated by the communication of people with each other, which arises in the process of human activity, especially in the process of labor. It is labor as a purposeful and active activity of people, an activity that has a conscious character to transform the external conditions of human existence, that shapes a person’s thinking and his language, which is born from the need to say something to another person.

This logic leads us to the following conclusion: since language emerges as a means of communication and still performs this function today, it is quite natural that changes in communication under the influence of screen culture contribute to changes in language. In the event that language as a means of communication is not used or is rarely used, the language itself changes.

Television has an undeniable negative impact on the evolution of language, since presenters and announcers are sometimes illiterate and use poor language, this has a negative impact on the language and thinking of television viewers, and, often, on their behavior. It is difficult to disagree with the fact that the modern functioning of screen culture has led to the development of a unique screen jargon in the Russian language.

Since, under the influence of rapid changes in the technical basis of screen culture, linguistic changes occur at kaleidoscopic speed, new words and new expressions appear, but the language itself becomes poorer and more primitive.

Consider the following changes in thinking and language under the influence of informatization of society, manifested in screen computer culture:

• reversion,
• exhumation.

The first change is that in the process of development and functioning of culture there is a kind of revival of a number of previously very significant, but then largely lost their role, psychological components and methods of communication. For the early stages of development of society, mythological consciousness with its characteristic features is inherent:

• the logical component has not yet clearly separated from the emotional sphere,
• indistinction in the content of this consciousness of subject and object,
• inseparability of object and sign,
• Mythological thinking appears mainly in sign-symbolic form.

Mythologism in modern culture has been replaced by developed social norms and rules of communication, which are not always present, sometimes provoking a primary, primitive, hitherto suppressed way of responding. A similar process occurs in the conditions of informatization of society. The phenomena and processes associated with this informatization are difficult to fit into and are consistent with the strict norms existing in industrial society, not only in political life, but also in economics, spiritual culture, including thinking and language.

Let us also note that since the rejection of rigid norms in screen culture is accompanied by a certain amount of pleasure, it becomes an attractive force of screen culture, expressed in the form of symbols, forcing the TV viewer or computer user to sit for hours at the TV screen or computer display, changing the style of their thinking and methods its expressions are language.

Let us dwell briefly on the implementation of reversion in screen culture, in particular, changes in the role of written speech. The writing of modern computer network users acquires atavistic features characteristic of a written culture. Since the e-mail system has revived written communication skills that had been gradually eroded by the advent of telephone and radio communications, new forms of communication are being learned through correspondence via computer networks.

We also note that in screen computer culture, the emotionalization of written speech causes significant difficulties, since the skills of written expression of emotions are poorly developed in most people, except for those who have special abilities or training. Emotions are expressed by “emoticons”, which make up for the lack of non-verbal means of communication in the computer world, which are a necessary condition for a full exchange. “Smileys” are icons, figures, consisting of various combinations: colons, and are a kind of reversion of the written language of a person from a long-gone era. Let us note that the need to supplement the word with a picture is an echo of the distant past.

Let us emphasize that the functioning of computer culture is accompanied not only by reversion, but by a seemingly opposite trend - exution, which consists in the withering away of previously formed, but subsequently became unnecessary skills, abilities, types and forms of activity:

• interpersonal communications are replaced by anonymous ones,
• acquired communication skills using a computer are transferred to social reality,
• there is a simplification and impoverishment of direct interpersonal communication, the polysemantic, emotional language of interpersonal communication is replaced by an emotionally faded, dry, rational language.

Analyzing the features of screen culture and its impact directly on the screen culture of cinema, we note that in the information screen world, the relationships of people with each other and with society as a whole change. The result of the change in these relationships was partly the presence of two trends in the functioning of screen culture - massification and demassification.

Since the connection between screen culture and mass culture determines the mass nature of screen culture itself, the content of the latter includes numerous artifacts of world culture. The world's largest libraries and famous museums, architectural and historical monuments, concert halls and theaters become accessible to a wide range of viewers and listeners. The availability of numerous cultural artifacts to tens of millions of people leads to the spread of mass forms of their life activity.

Let us briefly dwell on demassification: modern information and technical means create a new cultural global community of people without depriving them of their individuality. A person can receive and transmit any information he needs at the right time and in any place, instantly contact the person or institution he needs. Today's media are increasingly moving towards satisfying the aesthetic needs of various consumer groups and individual subscribers.

Thus, modern information technology makes it possible to obtain not mass, but individual information that meets consumer needs.

All this leads to the fact that the media turn into their opposite and become means of individual information. It feels as if networking and telecommunications technologies exist for one person.

Subsequently, all this leads to the fact that the new communication system generated by screen culture simultaneously integrates on a global scale the production and distribution of words, sounds and images in our culture and adapts them to the personal tastes and moods of individuals. Thus, the demassification of culture increases the role of the personal, individual principle. But at the same time it deprives him of real social adaptation.

Let us note that on the basis of a creative attitude towards other individuals and towards themselves, people organize their needs and desires, they become identical to themselves. It is identity that allows you to separate yourself from the world around you, help you comprehend your inner world, and become aware of yourself. The formation of identity occurs under the influence of the growing diversity of society and the human living environment, which is especially characteristic of the period of formation of the information society.

It is difficult to disagree with the fact that a person of modern culture, in conditions of dynamic social and technological changes, often feels insecure. This is due to the fact that there is a conflict between the globalization of human life, the involvement of the individual in the general and individual inner world of a person, which actualizes the problem of identity.

It is also important that in a historical period characterized by the destructuring of organizations, the delegitimization of institutions, the extinction of large social movements and the ephemeral nature of cultural manifestations, identity becomes the main source of personal meaning. The latter are formed on the basis of people's ideas about who they are, and not on the basis of real interactions with the outside world. The latter, in fact, is violated by screen computer culture.

It should be noted that the processes of demassification of screen culture cannot be separated from the process of its massification, since a person of modern culture can satisfy his tastes and desires in the process of consuming artistic artifacts because he has the opportunity to choose a wide range of information offered to him by culture. All this leads to fundamental transformations of culture, changes in its main trends based on the introduction of new information technologies.

It should also be noted that in the process of demasification there is a gradual transition from written culture to audiovisual culture; newspaper, magazine and book articles are being replaced by television and computer screens.