The construction of identity in the modern visual culture

The article analyzes the influence of visual culture on the formation of individual and collective identity. Modern culture largely consists of visual images and signs that accompany a person from birth, fit into a chaotic social reality, represent normative and value models, create social mythology in a society with a complexly differentiated structure and a failure of value hierarchies. The individual's identity is born and confirmed in the process of the individual's interaction with society, with reference groups as suppliers of the repertoire of available identifications. Visual information is easy for the recipient to perceive, it constructs an information environment, which indicates the receptive advantages of visual symbols. Despite the fact that there are many fears associated with visual culture, perhaps visual culture is the field that allows you to tell about your unique experience, to define your identity.