Abstract

This work is aimed to identify the cultural changes that have occurred as a result of informatization. The article investigates the strategies of contemporary screen culture aimed to satisfy human needs in information. The analysis of technical improvement of information possibilities of screen media is based on J. D. Bolter's and R. Grusin's theory of remediation. The article identifies informational potentials of visual novel, which is the result of remediation of TV, movie and literary novel. In addition, the article investigates the process of informatization by means of screen space formation or, in other words, by screen aesthetics. The article identifies and analyzes the hybridization strategy and the strategy of visual eclecticism. Hybridization strategy is a method to combine information of different nature, whereupon more truthful visual stories are created. It is mainly used in movies and video games. The strategy of visual eclecticism that allows viewers to perceive multiple information flows, mainly related to the screen space of modern television. The article, basing on G. Deleuze's concept of cinematic images, analyzes the informational characteristics of medium shot and the reasons of its frequent usage in modern movies. The comparison of essential characteristics of close-up shot and medium shot is made. It is determined that the change of emphasis on medium shot and full shot in contemporary cinema is related to the change of priorities in aesthetic human needs, because today the sense of presence of information becomes more important than emotions. The article notes the important problem of attitude changing towards information - the loss of its essential content characteristic. Screen aesthetics that now is served under the guise of information gradually replaces the value of the latter. The transition of information to the field of aesthetics says that its main essence is lost, because quantitative characteristics and the fact of presence are becoming more important than its quality.