2011 | 3 | 58-73
Article title

“Fotoznimki” dumky J. Baudrillarda

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The paper presents for the first time in theoretical native thought a substantial analysis of visual concepts of J. Baudrillard (1929-2007) who can be considered rightfully one of predecessors and inspirers of visual paradigm in sociology and philosophy as well as its direct and full-right participant. Sociological and philosophical works by J. Baudrillard develop a special method of visual theoritizing that can be conditionally called «mental photo-imaging» of social reality/hyper-reality assuming visualized expertise of different social problems. The subsection «Video-graphy of concepts» includes description of visual concepts of J. Baudrillard's thinking and visual stylistics of concepts used by him. Mental photo-images of modern society are proposed by J. Baudrillard practically in each of his sociological and philosophical works. This paper mainly deals with analysis of two visual concepts of J. Baudrillard – a concept of image-simulation nature of consumption society and a concept of digital nature of virtuality. The subsection «Culture of appearance» presents analysis of Baudrillard's concept of total direction of consumption society towards image producing which results in the effect of body cult, hedonism ethics, neo-narcissism psychology, ideology of Model, rhetoric of «transparency». According to J. Baudrillard's opinion, advertising can be in the first order responsible for spreading and forcing consumption morality in modern society. The subsection «Homo Telematic» describes new behavioral practices that, according to Baudrillard, have become dominating in virtual world. Instead of attitudes of temptation and narcissism, virtual medium operates basically with social logic of «enchantedness». Enchanted individual does not look into mirror but into screen; he/she looks not reflections but a Code camouflaged in virtual images; he/she takes care not on preservation of body but wants to make immortal his/her virtual twin (nick) in cyber-space.
  • Department of Sociology, Kharkiv Humanitarian University People’s Ukrainian Academy
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