THE TRANSMEDIA UNIVERSE OF DIGITIZED CULTURE

Abstract

The purpose of the study is to analyze and discover the potential of new media in the context of transmedia universe of digitalized culture and to outline the possible consequences of cultural codes changing. Research methodology. In the article the method of cognitive analysis and the principle of reductionism, which helped to disclose the “digital transmission” of modern culture, as well as methods of analysis, synthesis and abstraction were used. Scientific novelty. The article considers the process of transformation and blurring of ontological boundaries of the new media - transmedia in the context of the process of digitization of modern culture. Conclusion. It has been established that the digital transmission of the data encoded in discrete signals (digitalization) has led to the emergence of special properties of new media, the reformatting of their ontological boundaries. It is noted that the emergence of transmedia, transmedia projects, worlds, show not only the transformation of media textuality (only the technical aspect), but also the change of the traditional cultural matrix. It is established that a “dense” transmedia world (transmedia universe) has been created, which ensures not only the virtualization of reality, but also motivates the implementation of the virtual, as it is quite real. Such circumstances give the incredible living force to creation of the narrative lines, and also their reality is confirmed. The digital matrix of modern culture is considered through the prism of negative anthropology by V.Flyuser. There is made an assumption about the possible process of de-escalation, “going down to the bottom” (V.Flyuser), which is confirmed by the technical changes of the new media environment, which led to the new configuration of cultural codes, when the axiological asymmetry of the binary systems is replaced by the axiological neutrality of the medial systems. The medial (ternary) model implies the existence of the world of evil and good, and of the world, which has no definite moral assessment and is characterized by the fact of existence itself. Perhaps this reductionism and the construction of complex cultural transformation into a simple system of digital combinations are rather contradictory, but the used methodological principle makes it possible to clarify some of the complex cultural phenomena of the digitalized culture, where forms and functions ceased to be a single entity.