Culture-Creating Potential of Audiovisual Technologies in the Mass Art of the Second Half of the Twentieth and Early Twenty-First Centuries

Abstract

The purpose of the research is to specify and explicate the culture-creating potential of audiovisual technologies, to determine their impact on mass art in the second half of the twentieth and early twenty-first centuries. Research methodology. The article uses the following methods: cultural-historical, which identifies the main evolutionary stages of technical means and audiovisual technologies; methods of description and analysis, which made it possible to reveal the process of creating mass art products with the help of audiovisual technologies; the principle of synergy as a tool for understanding the mutual coordination and mutual influence of culture and technology during the formation of mass art in the second half of the last century. Scientific novelty. The paper first reveals and considers the cultural potential of audiovisual technologies of this period and explicates the related transformational processes in mass art. Conclusions. It has been found that the phenomenon of mass art today functions in a complex technological regime formed in the last century and continues to be developed and function at the global industrial level. It has been proved that thanks to such inventions and technologies as CDs and DVDs, personal computing, magnetic audio recording, magnetic pickup and electric guitar, CGI animation, digitalization, streaming multimedia and sound design, and others, various forms, types and independent genres of mass art (rock culture, Net Art, show programs, 3D video mapping) emerged and developed, the aesthetic and emotional experience of audiovisual product users was enhanced, as well as new professions and specialists (animator, sound engineer, producer, etc.) emerged to operate and improve audiovisual equipment to create a variety of artistic products in various formats in the future.