VIDEOGIF AS A SOCIO-CULTURAL PHENOMEN

Abstract

Videogif is an example of a media image, a manifestation of the audience's creativity, created by available means and grabbed the essence of the current event. The media image is an image, broadcast through the media, which forms an individual and public consciousness. These are low-quality images: homemade video clips, subjects, filmed on a mobile phone, gif-animation, used in social networks to express emotions, memes, humorous collages. Theoretical comprehension of the phenomenon of the videogif is possible on the basis of studies on the "poor image" of Hito Steyerl. Videogif breaks the classical hierarchy of the top/bottom, normalized/unregulated, permitted/forbid-den, leading us to the carnival area. As a relatively new control regime of all connections is formed, it is reminiscent of the monadic system of Leibniz's functioning. Each of the users can communicate with each other exclusively through the "supreme monad". Videogif is a two-faced socio-cultural phenomenon: on the one hand, it creates illusions of personal freedom, on the other hand, it is an agent of globalization. In today's world there is a surge in the creative initiative of the audience: reader, viewer, and writer. In the videogif we need to see the growing social and political power. This is a new way of expressing collective ideals, including the ideals of marginal and other cultural groups.