engleski

Holistic strategy of media communication and cultural hybridization of European digitalized society

The paper is analyzing basic operative terms of visual phenomenology, which determinates holistic strategy of public action in global world with the new culture of communicating. Theory discussion is conducted by diachronic and synchrony analysis of visual content of visual communication and theory of public action. The main goal is to establish new communicative paradigm of holistic strategy of public action. Author observes holistic strategy of public action and visual digitalization, not only in technical sense of transmission and adjustment of analog signal into digital signal, but also, new future of visual communication is derived from context of power and the visible (creating images, transmission of pictures into images, reputation, dominance, subjection and media exhaustion) in convergent environment.

holistic strategy; visual communication; digitalization; public action; media

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