The visual impact of online advertising on youth subculture

Abstract

In the modern world a dominant role in everyday life is played by such media channels as television, video resources and the Internet. Perception of the world is reverberated by the more indirect images of this world, whereas visuality is the formative principle of visual culture. «The «visual turn» consists in the shift of modern methods of verbal perception toward visual, or image ones.

Images are the components of the mental architecture. Image sensitivity replaces the text and sometimes it complements the text. Topical issues of visualization require modernised research methods of media images, which must be included in the broader context of interdisciplinary research.

The Internet space acquires an independent meaning, it carries a growing set of social interactions and contacts. With the development of the Internet business, the linear narratives are replaced by hypertextual and visual ones. The Internet can be viewed in “the postmodern situation» as a setting of global automation, and also as endless polyphonic communication of independent segments once a common cultural and information space. The most active Internet audience is presented by young people. Within them the formation of various subcultures and communities is inherent, there is a new system for structuring culture.

In the modern consumer society, along with other advertising media, products are increasingly becoming a source of visual differentiation and entertainment. The visual impact of online advertising is determined by the fact that it represents the lifestyle and values of the youth subculture, constructs a new perception and develops a new structure of consciousness and vision of the world of young people.