ДО ПИТАННЯ ІСТОРИЧНОГО РОЗВИТКУ АУДІОВІЗУАЛЬНОЇ МЕДІАКУЛЬТУРИ

Media is an important aspect of the socio-cultural field of modern human. The flow of media information tends to continuous growth and development, penetrating all spheres of human life, realizing the phenomenon of ubiquity. Gradually, this phenomenon takes on the function of creating a cultural environment and also draws the individual into the process of global creativity.At the same time, media culture remains a contradictory phenomenon capable of forming anonymous positions regarding cultural, artistic, moral values, etc. Thus, the media field carries with itself the potential for destruction, which can extend primarily to the spiritual and moral realms of human existence.However, the main functions of modern media culture are positive.Today, the problem of media culture is a vast industry that attracts the attention of researchers. New theoretical concepts and approaches to the study of outlined issues are emerging.An important role in the study of different aspects of media culture and the formation of the foundation of a modern understanding of media reality play the research of V. Benjamin, J. Baudrillard, M. McLuhan, G. Marcuse, Z. Krakauer, O. Astafieva, O. Baranov, V. Vozchikova, I. Zasursky, N. Kirillova, A. Kostina, K. Razlogov, V. Savchuk, K. Tarasov, L. Kogan, Y. Usov, A. Fedorov, N. Khrenov, M. Yampolsky, I. Chelysheva and others. These authors conducted research that helped to identify the main patterns and key trends in the development of media culture.Defining the notion of media reality and media space requires the study of the work of scientists in various fields of science, including philosophy, history, sociology, etc. Such works are the works of P. Bourdieu, G. Simmel, V. Ilyin, L. Ionin, P. Sorokin A. Filipova, A. Jacobson.Various theoretical concepts of mass media, studying the concepts of media reality and its representation, in particular, and detailed studies of the theory of communication, are present in the works of G. Bakulev, M. Vasylik, J. Nikolaev and others.Some aspects of mediareality problems are considered in the works of Zh.P. Verillo, J. Deleuze, J. Derrida, N. Luman, M. McLuhan, M. Foucault, V. Konev, O. Kuznetsova, S. Lishayev.Issues under consideration are also in the field of attention of Ukrainian researchers, in particular, V. Golovey, M. Zhurba,N. Zrazhevskaya, V. Ilganaeva, V. Isayev, T. Lugutsenko, M. Mazorenko, D. Petrenko, B. Potyatinnik, L. Starodubtseva, G. Chmil and others.A comprehensive study of the concept of media culture as a factor that can directly influence the formation of the image of reality in the public consciousness, seems to us an important question today. In particular, the issue of the historical development of audiovisual, that is, on-screen, media culture, which becomes the main media environment, is particularly relevant.The formation of the modern media culture originates from the invention of photography and cinematography. The development of these phenomena as technologies and the increase of their aesthetic potential created the basis for the emergence of television and digital art, whereby the development is in the direction of increasing the potential of interactivity.The advent of technogenic arts allowed humanity to enter a new - iconic - era of media culture. With the development of media, specific expressive means have emerged. Today media culture has ample opportunities to represent media reality. Technologies that were intended to serve as a means of copying reality began to transform it. In line with further technological advancements, technogenic arts are taking on new functions, significantly expanding the possibilities of constructing the surrounding world.