Art practice of mass culture: functionalism, minimalism, network communications

In article the estimation of the basic tendencies of development of mass culture: the phenomenon of functionalism to contemporary art practices that shaped the thesaurus aesthetics of minimalism. Also examines network forms of aesthetic presentation of art objects. The analysis of the semantics of consumption and «visual effect» that occurs in a situation symbolic appropriation of things. «Visualization» is reduced to the act of constructing the form of the object, providing its attractiveness to potential consumers. In this regard, considered strategy of production of advertising a product where there is an inversion of consumer qualities of goods in a situation of waiting for a miracle, which in turn updates mythogenic component of the project activities in the advertising business. The article also discusses the issues of formation of functionalism as a strategic line of the project activity the person in the modern world. Special attention is paid to the visual aspects of cultural communication, because they set a coding practice aesthetic information that is in turn the most representative expresses shades of being in the culture.