5. Visual Communication in Cultural Media. The Rashomon Effect in the Image Globalization Paradigm

Abstract

Abstract The nowadays communication paradigm shifts in the context of new media emergence, as we consider the internet and social media as sovereign communicative mediums. From cinema to press, advertising, art, or new-mediatic context, we assist to a global communication process which encompasses both the technological virtues of digitality, and the subjective truths of a collective cultural memory process. Based on the active principle of “the Rashomon effect,” we will investigate the advertising patterns, the news dissemination, and the everyday culture of images, and we will attempt to summarise the outcome of our position as (inter)active players in this globalised media environment. Since we are both creators and consumers of cultural information in the “global village,” we work with a wide array of communication supports which define our very identity as “information matrix processors.” We are creating both the context and the vehicle of this paradigm where the information is the main currency, and the visual communication become a medium by itself which opens a variety of directions of analysis for critical understanding of today’s cultural phenomenon