COMMUNICATION THROUGH VISUAL ART IN INTERNATIONAL COOPERATION

Abstract

It is a generally accepted fact today that we live in a digital era, where the visual art and visual communications hold the
domination. The technology has improved the visual art and visual communication in such a subtle way, that people are
generally not aware of this change. Today, we all need visual language in communication and everyday life, but most of
us are still under the influence of traditional values, based on verbal and written communication. Educational programs
and administration are on that same level. Why is that?
Another problem, which this work is studying, is even more serious. It is based on the question how much is the new cultural
paradigm, touched by digital media, which are used mostly for transmitting of information, appropriate for the continuity
of life reality. If we take in consideration the fact that the technology is absolutely subordinated to market economy
and its logics of profit, a question comes to mind: how much does the technology help to cultural interaction and bonding.
Thanks to media, people that are members of different cultural patterns can easily interact all over the World. On the other
hand, we are still lacking a need for mutual understanding. What can change this state of facts?
This work emphasizes the difference between visual culture and visual art and claims that the conclusion which is based
on the fact that visual culture defines artistic values is wrong.