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Timofeeva M.R., Syrykh A.V. Digital technologies of visual culture as a request of a new generation. Journal of Clothing Science. 2020; 5(4). Available at: https://kostumologiya.ru/PDF/01IVKL420.pdf (in Russian).

Digital technologies of visual culture as a request of a new generation

Timofeeva Marina Rafailovna
Omsk state technical university, Omsk, Russia
E-mail: marina.marina.timofeeva@gmail.com
РИНЦ: https://elibrary.ru/author_profile.asp?id=719780

Syrykh Alina Vladimirovna
Omsk state technical university, Omsk, Russia
E-mail: landos_11@mail.ru

Abstract. Modern processes of development of society are impossible without digital technologies. The versatility and speed of these developments made it possible to make them popular not only in the scientific and industrial fields, but also in everyday life. We can talk about a unique phenomenon of visual culture that influenced the life of every person. Visual technologies have become an actual reality of the modern generation, which has been in this space since birth. Children actively involve their parents in their online experience, the level of technology proficiency equalizes their skills, erasing the dominant role of parents. This changes the nature of their relationship, forms a dialogue on equal terms.

The authors of the article presented a classification of types of visual content and digital technologies. The analysis of the demand of the modern generation for digital aesthetics has been carried out, a study has been carried out that answers the question – what influences consumer preferences. The prospects and place of visual technologies in the present and future are determined. The practical significance of the work is due to the understanding of the conditions of changing values and the possibility of creating and promoting consumer products in the modern world.

The creation of systems that independently learn, adapt and prepare to operate autonomously is becoming a major testing ground between technology providers for decades to come. Experts create promising research programs in the field of forecasting the future. This future is directly related to people. The concept of «digital technology» is included in all areas of life. The sphere of consumption shifts emphasis, interaction occurs through information platforms; where the product is information in different forms of embodiment. Virtual reality becomes part of the real world.

Keywords: visual culture; digital technologies; visual perception; media culture; computer games; new generation; virtual model

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