CULTURA 2016_267935_VOL_13_No1_GR_A5Br.indd 1 CULTURA www.peterlang.com ding thevalues andculturalphenomenainthecontempo judged tomake anovelandimportantcontributiontounderstan- the submissionofmanuscriptsbasedonoriginalresearchthatare regional andinternationalcontexts. The editorialboardencourages mote theexplorationofdifferentvalues andculturalphenomenain ted tophilosophyofcultureandthestudyvalue. Itaimstopro Axiology and Culture Founded in2004, ISBN 978-3-631-67935-7 Cultura. International Journal of Philosophy of Philosophy of Journal International Cultura. isasemiannualpeer-reviewed journaldevo- rary world. - 2016
INTERNATIONAL JOURNAL OF PHILOSOPHY OF 1 CULTURE AND AXIOLOGY CULTURA CULTURA 2016 AND AXIOLOGY OF PHILOSOPHYCULTURE INTERNATIONAL JOURNAL Vol XIII 13.06.16 KW 2417:43 No 1 No CULTURA 2016_267935_VOL_13_No1_GR_A5Br.indd 1 CULTURA www.peterlang.com ding thevalues andculturalphenomenainthecontempo judged tomake anovelandimportantcontributiontounderstan- the submissionofmanuscriptsbasedonoriginalresearchthatare regional andinternationalcontexts. The editorialboardencourages mote theexplorationofdifferentvalues andculturalphenomenain ted tophilosophyofcultureandthestudyvalue. Itaimstopro Axiology and Culture Founded in2004, Cultura. International Journal of Philosophy of Philosophy of Journal International Cultura. isasemiannualpeer-reviewed journaldevo- rary world. - 2016
INTERNATIONAL JOURNAL OF PHILOSOPHY OF 1 CULTURE AND AXIOLOGY CULTURA CULTURA 2016 AND AXIOLOGY OF PHILOSOPHYCULTURE INTERNATIONAL JOURNAL Vol XIII 13.06.16 KW 2417:43 No 1 No CULTURA
INTERNATIONAL JOURNAL OF PHILOSOPHY OF CULTURE AND AXIOLOGY Cultura. International Journal of Philosophy of Culture and Axiology E-ISSN (Online): 2065-5002 ISSN (Print): 1584-1057
Advisory Board Prof. Dr. David Altman, Instituto de Ciencia Política, Universidad Catolica de Chile, Chile Prof. Emeritus Dr. Horst Baier, University of Konstanz, Germany Prof. Dr. David Cornberg, University Ming Chuan, Taiwan Prof. Dr. Paul Cruysberghs, Katholieke Universiteit Leuven, Belgium Prof. Dr. Nic Gianan, University of the Philippines Los Baños, Philippines Prof. Dr. Marco Ivaldo, Department of Philosophy “A. Aliotta”, University of Naples “Federico II”, Italy Prof. Dr. Michael Jennings, Princeton University, USA Prof. Dr. Maximiliano E. Korstanje, University of Palermo, Argentina Prof. Dr. Richard L. Lanigan, Southern Illinois University, USA Prof. Dr. Christian Lazzeri, Université Paris Ouest Nanterre La Défense, France Prof. Dr. Massimo Leone, University of Torino, Italy Prof. Dr. Asunción López-Varela Azcárate, Complutense University, Madrid, Spain Prof. Dr. Christian Möckel, Humboldt University of Berlin, Germany Prof. Dr. Devendra Nath Tiwari, Banaras Hindu University, Varanasi, India Prof. Dr. José María Paz Gago, University of Coruña, Spain Prof. Dr. Mario Perniola, University of Rome “Tor Vergata”, Italy Prof. Dr. Traian D. Stănciulescu, Alexandru Ioan Cuza University Iassy, Romania Prof. Dr. Steven Tötösy de Zepetnek, Purdue University & Ghent University
Editorial Board Editor-in-Chief: Co-Editors: Prof. dr. Nicolae Râmbu Prof. dr. Aldo Marroni Faculty of Philosophy and Social- Dipartimento di Lettere, Arti e Scienze Sociali Political Sciences Università degli Studi G. d’Annunzio Alexandru Ioan Cuza University Via dei Vestini, 31, 66100 Chieti Scalo, Italy B-dul Carol I, nr. 11, 700506 Iasi, Romania [email protected] [email protected] PD Dr. Till Kinzel Englisches Seminar Technische Universität Braunschweig, Bienroder Weg 80, 38106 Braunschweig, Germany [email protected]
Editorial Assistant: Dr. Marius Sidoriuc Designer: Aritia Poenaru Cultura International Journal of Philosophy of Culture and Axiology Vol. 13, No. 1 (2016)
Editor-in-Chief Nicolae Râmbu Bibliographic Information published by the Deutsche Nationalbibliothek The Deutsche Nationalbibliothek lists this publication in the Deutsche Nationalbibliografie; detailed bibliographic data is available in the internet at http://dnb.d-nb.de.
Cover Image: © Aritia Poenaru
ISSN 2065-5002 ISBN 978-3-631-67935-7 (Print) E-ISBN 978-3-653-07223-5 (E-Book) DOI 10.3726/978-3-653-07223-5 © Peter Lang GmbH Internationaler Verlag der Wissenschaften Frankfurt am Main 2016 All rights reserved. Peter Lang Edition is an Imprint of Peter Lang GmbH. Peter Lang – Frankfurt am Main · Bern · Bruxelles · New York · Oxford · Warszawa · Wien All parts of this publication are protected by copyright. Any utilisation outside the strict limits of the copyright law, without the permission of the publisher, is forbidden and liable to prosecution. This applies in particular to reproductions, translations, microfilming, and storage and processing in electronic retrieval systems. This publication has been peer reviewed. www.peterlang.com
CONTENTS
Ove Skarpenes, Rune Sakslind & Roger Hestholm 7 National Repertoires of Moral Values
Vuk Uskoković 29 Punk Philosophy as a Path to the Summits of Ethos
Devendra Nath Tiwari 49 Spiritual Ecology and Environmental Ethics
Mădălin Onu 69 The Barbarian as Agent of History
Dale Jacquette 89 Marx and Industrial Age Aesthetics of Alienation
Jinghua Guo 107 Marginocentric Hong Kong: Archaeology of Dung Kai-cheung’s Atlas
Agnieška Juzefovič 125 The Visual Turn in Academic Research and University Study Programs in Lithuania
Mahdi Dahmardeh, Abbas Parsazadeh & SamanRezaie 137 Culture Matters: the Question of Metaphor and Taarof in Translation
Janina Sombetzki 161 How “Post” Do We Want to Be – Really? The Boon and Bane of Enlightenment Humanism
10.3726/267935_125 Cultura. International Journal of Philosophy of Culture and Axiology 13(1)/2016:125–136
The Visual Turn in Academic Research and University Study Programs in Lithuania
Agnieška Juzefovič Faculty of Creative Industries, Vilnius Gediminas Technical University [email protected]
Abstract. Visual turn and replacement of linear sequential communication with visual analogues cause growing variety of scopic regimes and interest in the topic of visuality. This interest is particularly apparent in Lithuanian academic magazines Santalka (Coactivity) and Creativity Studies (former Limes), which are devoted to the topics of philosophy, creative industries and communication within the creative society. The role of images in mass medias, creative industries, advertisement, urban planning, social mapping, various scopic regimes are often analyzed in Lithuanian academic discourse. Traditional university disciplines (art history and theory, culture studies and philosophy) are replaced by new, unconventional study programs, such as Creative Industries, Entertainment Industries, New Media Art, Visual Communication etc. Students are learning how to generate images and to understand how they function in mass media, advertising, public relations, public show organization, creative project coordination and other creative industries. Keywords: Visual turn, visualization, visual studies, image, creative industries, creative education
INTRODUCTION
Contemporary world is highly saturated with various images. Visuality occupies predominant part of the surrounding reality, the image as well becomes one of the major objects of academic researches in the fields of culture studies, communication, sociology and many other disciplines. Why does the image gain more and more popularity in the fields of humanities and social sciences? Do really is contemporary society prepared for such invasion of various images? Could the images offer relevant answers and provide the sense of meaningfulness we are looking for? How could we deal with the nature of contemporary dominant scopic regime in our society? How (if at all) could we establish the typology of various scopic regimes? How does the predomination of the image changes the prevalent topics of academic researches and entire study programs? While using analytic and comparative methods, the author is searching for the answers for such and related questions.
125 Agnieška Juzefovič / The Visual Turn in Academic Research
Present analysis of the topics of visualization, image and visual studies is based on the works of such prominent researchers of visuality as William Mitchell, Martin Jay and Willem Flusser as well as Lithuanian authors, who are involved in the field of visual studies. The first part of the present paper is focused toward the topic of picture, main assumptions, conditions and consequences of the advent of visuality and visual studies. The topic of visuality is perceived as closely related with the topics of creative studies and creative industries. The second part deals with recent Lithuanian academic discourse on visual studies, visual communication and visualization of creative industries. The author suspends ambitions to cover entire vast field of visual studies, which takes place in Lithuanian academic discourse and focuses attention mainly on the paper published in two periodicals – Creativity Studies and Santalka. Such limitation is predisposed by two reasons – 1) the mentioned magazines are purposefully oriented toward the topic of visual studies; 2) the topic of visual studies there often is analyzed through the prism of creative industries, which makes them more relevant in the context of present publication. In the third part, there is provided a brief review of the most popular undergraduate and graduate study programs, which are focused on visual communication, creative industries and industries of entertainment, visual culture and other, where visuality and the analysis of image take a particularly important place.
VISUAL TURN AND DOMINATION OF PICTURE IN CONTEMPORARY CULTURE
The current culture and its reflection constantly deal with the picture and scopic regime. Majority of modern philosophers could not avoid the topics of image and visuality, and often exactly the image occupied predominant place in their academic researches. Most of the eminent modern philosophers had paid attention toward the topic of visuality – such authors as G. Bataille, W. Benjamin, M. Heidegger, J. P. Sartre, J. Ortega y Gasset, E. Levinas, M. Merleau-Ponty, M. Dufrenne, M. Foucault, H.-G. Gadamer, J. Derrida, J. Deleuze and J. Baudrillard are mentioned among many others. These authorities were interested in various aspects of diffusion of the image, transformations of the image in the context of general changes of modern culture, various aspects of
126 Cultura. International Journal of Philosophy of Culture and Axiology 13(1)/2016:125–136 visuality, visualization, image, imagination, visibility. They analyzed various topics related to visuality, visibility, ontology of sight, aesthetic perception, imagination, etc. One of the pioneer of visual studies, author of the books “Picture theory“ (1994) and “What does Picture Mean“ (2005) W. J. T. Mitchell such tendency defined with a term of “visual turn” or “pictoral turn”. It remains “linguistic turn” offered by Rorty in the 1960s which pointed out predominance of language in modern culture, academic studies and daily life (Rorty, 1967). Visual turn means that the image and theory of image become essential – image technologies such as photography, cinema, digital images on computer screen are part of our ordinary life and scholars are highly interested into it. Mitchell says: “I want people to think about the power of images, not just in terms of race, but how imagery is used and what sort of social impact it has – how we talk, how we think, how we view one another“ (Mitchell, 2005: 301). It is consistently that images (realistic, illusionistic, or naturalistic) has become the focus of a modern, secular idolatry linked with the ideology of Western science and rationalism, and strongly influenced contemporary art, psychology, philosophy, and poetics (Mitchell, 1984: 526). The emergence of visual culture and importance of image is a global phenomenon. Visual turn has influenced the ways of creating, presentation, spreading of images, invited to rethink the place of the image, scopic regime, appearance, visuality in contemporary culture. Visual turn is closely related with perceptual and epistemological privileging of vision over the other senses, which M. Jay described under term of ocularcentrism (Jay, 1993). In result, written word would be considered to be more reliable than the spoken word, the photo-report would easily gain competitions with text only description. Various scopic regimes (the look, the gaze, the glance, the observation, surveillance, and visual pleasure) in contemporary academic discourse are considered as an equally deep problem, as various forms of reading (analyzing, decoding, interpretation, etc.) (Mitchell, 1995: 16). Visual turn is connected with imagination and creative reflection, therefore should not be perceived as a simple return to the imitation of reality (mimesis), but rather as an rediscovery of the picture as a complex interaction between reality, visuality, discourse and imagination (Juzefovič, 2011b: 64-72). Visual turn and ocularcentrism expresses changes of socio-cultural reality – interpretations, evaluations and linear sequential thinking are
127 Agnieška Juzefovič / The Visual Turn in Academic Research replaced by immersions and extensions and simultaneous thinking, digital images become predominant, inseparable from thinking, imagination and creativity of contemporary humans. In digitalized contemporary world, the tools such as GPS successfully replace traditional maps and are perceived as more reliable than surrounding reality, because its translated image is perceived as more clear, familiar and secure. Domination of images is connected with modern technologies, which enable to produce faster, more impressive and aggressive pictures and texts than could had been possible ever before.
DEVELOPMENT OF VISUAL STUDIES IN LITHUANIA AND ACADEMIC INTEREST TOWARD THE TOPIC OF VISUALITY
Various topics and problems related to visual studies attract great interest and become hot topic of Lithuanian academic researchers – in the fields of human and social sciences there are intense debates on the topics of visual studies, history of image and its transformations in contemporary culture, different aspects of visuality, various scopic regimes, and terms related to visuality. Visual studies are common on academic and cultural publications, conferences, public seminars and discussions. This tendency could have been determined by both – global visual turn and local interest toward aesthetic and image. Since the beginning of the 20th century, Lithuanian scholars had paid comparatively high academic interest toward the various aspect of aesthetic (Juzefovič, 2011a: 173-182; 2012a: 42-50). Visuality, picture and various scopic regimes are major objects of aesthetic, therefore in recent years, among Lithuanian researchers there have been established a continuous tradition of visual studies. What is essential in their visual studies? How are they connected with traditional academic disciplines? How do they influence the perception of the image itself? What kind of images are analyzed there and how are they linked with sociocultural reality? Visuality and media studies are considered as closely related with various humanities and social sciences, often they are perceived even as a media, which leads to the dialogues and interrelations between various academic disciplines and cause their convergence and assimilation of their methodological approaches (Juzefovič, 2013a: 131-139). The attention of scholars recently turns toward the topics of development and transformations of image in the fields which establish themselves in daily
128 Cultura. International Journal of Philosophy of Culture and Axiology 13(1)/2016:125–136 life and conquer various spaces: images and their messages are analyzed in such fields as theatre (Kregždaitė, 2014: 159-166), cinematography (Nikiforova, 2015: 3-11; Mickūnas, 2015: 44-51; Juzefovič, 2011c: 75-88), animation (Mitkus, 2013: 21-34) etc. Beside these forms of art, the roots of which come from early modernism or even ancient times, likewise are popular various form of contemporary audiovisual arts, such as video- installations, performances, art of the earth, and video projections (Sakalauskaitė, 2011: 28-35; Juzefovič and Sakalauskaitė, 2014: 200-210; Briedis, 2015: 177-183). Grows interest toward various aspects of visual advertisement – one of the most eminent fields of creative industries, which conquest more and more space in both – the surrounding environment and mentality of contemporary consumers (Jaškūnienė, 2015: 13-21; Skorupa, 2014: 69-81). During recent decades Lithuania faced particularly strong tendencies of globalization and multicultural influences, therefore researchers focus their attention on various aspects of globalization (Barevičiūtė, 2010: 184-194). Such processes fetch the relevance of intercultural dialogue, intercultural aspects and contexts of visual communication, peculiarities of scopic regime in different cultures (Valatka, 2015: 24-32; Juzefovič, 2012b: 21-31; 2016: 143-152). Globalization and digitalization unveil another relevance of political, economic, social and religious aspects of various culture and invite to analyze the role of image in the process of formation of national and political consciousness (Kovacs, 2014: 46-54; Rybnikova, 2014: 3-14; Tepla, 2014: 26-38; Mester, 2014: 98-107). Visualization was always an important part of urban life, urban studies, therefore recently in Lithuanian academic discourse urban studies are getting closely related with the topics of visuality and creative environment. Through the prism of various disciplinary lenses researchers analyze the topics of origin and the context of images in urban spaces, discuss various ways of their establishment, organization and the influence on daily urban life (Lavrinec, 2013: 21-31; 2014: 55-68; Štuopytė, 2013: 98-109; Rudokas, 2013: 35-45; Juzefovič, 2013c: 32-45; Dūdėnas, 2014: 99-111; Čiupailaitė, 2014: 15-37; Urbonaitė-Barkauskienė, 2014: 53-68; Butkienė, 2014: 87-98; Kačerauskas and Kaklauskas, 2014: 190-199; Aglinskas, 2014: 77-86). Worth of academic attention is also the topic of mapping – a form of visual communication, which serve as a means of visual communication among different generations and guarantees the continuity of tradition
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(Kačerauskas, 2010: 211-218). Maps of creative industries and urban spaces enable to distinguish Vilnius as a creative city, unveil advantages and disadvantages of particular urban spaces in the prism of global creative industries and creative society (Černevičiūtė, 2011: 89-100). One of the most relevant contemporary topics – ecology – also is analyzed through the point of view of visual and creative studies. Various images, audiovisual arts become a part of effective ecological education (Juzefovič, 2015: 12-24). Creative ecology also is applied to the context of academic environment and creative thinking (Kačerauskas and Zavadskas, 2015: 239-248). Beside particular aspects and modes of visuality relevant are methodological and typological approaches, devoted to the analysis of various scopic regimes, epistemological and perceptional presumptions of ocularcentrism, extensions of the limit of visible (Barevičiūtė, 2012: 32-39). Researchers analyze different scopic regimes applied to various fields of surrounding reality (Krukauskienė and Žilinskaitė-Vytienė, 2015: 98-108). Present broad review of some researchers published in particular periodical magazines shows that visuality and visual studies are considered as particularly relevant, closely connected with the field of creative industries.
ATTENTION TOWARD VISUALITY IN NEW UNIVERSITY STUDY PROGRAMS
Predominance of images and visuality is leaded by growing “wave” of various visuality, visual communication and visual media studies which recently appear in Lithuanian universities and high schools and develop from such mother studies like art history and theory, culture studies, cultural philosophy, aesthetics and form themselves as independent new disciplines. Dynamic development of various visuality study branches from mentioned classical academic study programs is not casual – as all they raise related questions, analyze similar or near objects. Cultural philosophy and culture studies traditionally pay high attention to visual material, visuality, and in art history and art criticism, in general, it always took the central place, some researchers tend almost to identify visual studies with art history and theory (Mirzoeff, 1999: 12). Thus, it is still being discussed, if visual studies have already formed as an independent discipline or rather is an interdisciplinary phenomenon (Bal, 2003: 5-32).
130 Cultura. International Journal of Philosophy of Culture and Axiology 13(1)/2016:125–136
In Lithuanian universities, there appear new bachelor’s and master’s study programs, related to the topicality of visuality: visual communication and creative communication becomes the very basic of contemporary university (Kačerauskas, 2015: 6-15). Successful establishment and realization of such study programs require to overpass traditional borders of university or high school, explore various unconventional spaces (art incubators, creative centers), which helps to adapt high education to visualization, and digitalization of contemporary culture as well as to the concept of creative industry, creative education and creative society (Černevičiūtė and Strazdas, 2014: 126-136). The Faculty of Creative Industries at Vilnius Gediminas Technical University offers popular bachelor’s programs of “Creative industries” (since 2008) and “Entertainment industries” (since 2013), and master’s program “Communication of Creative Society” (since 2011). These study programs conjoin public relations, new media, art management, advertisement, visual arts and coherently connect the models of art, visual culture and business and prepare students for the work in the areas of public relations, cultural business, advertising, marketing, publishing, multimedia and television. Visuality becomes important part of study program “Media philosophy” established in the Faculty of Humane Sciences of Kaunas University of Technology. It shows that even such classical discipline like philosophy beside traditional texts could work with Internet websites, computer games, cinema, visual arts and various modern means of visual communication. The discipline, covering philosophy, culture and media theory, various communication ways, bravely lets the bars of philosophy the visuality in (cinema reviews, animation, photography, filming and the analysis of cinema and video-art as well as surveillance and analysis of visual life), and prepares future media analysts, advertisement creators and public relations specialists. Since 2009, at Vytautas Magnus University the students can choose “New media art”, which prepares specialists of media art able to work with new media and creative industries – students learn about audiovisual communication culture and arts, photography, computer graphics etc. Lithuanian University of Educational Sciences involve picture and visual studies into teaching content of their undergraduate and postgraduate studies in humanities, social and physical sciences. Established new study
131 Agnieška Juzefovič / The Visual Turn in Academic Research program, called “Visual Arts”, which provides practical skills useful in visual art creation and theoretical skills, necessary for analyzing visual arts and applying them in sociocultural context. Various visual studies and study programs closely related to visuality offer knowledge and skills which help to understand how images function in contemporary culture, to generate images and use them in mass media, advertisement, creative industries. Amount of visuality related study programs is annually increasing because their popularity is determined by the demand and practical applicability to work in the fields of modern visual culture, public information and relations, mass- media, creative project coordination and various areas of creative industries. The popularity of visual studies and their establishment as autonomic disciplines shows the importance of image in contemporary world.
SUMMARY
Importance of visuality in contemporary culture rapidly grows – images occurs in mass media, Internet, public urban places, creative industries, as well as in various academic researches and study programs. Such visual turn increase number of publications focused on the topics of visuality, image, visual communication, etc. The phenomena of image, various scopic regime, visual transformations and visual turn receive many different, sometimes contradictory interpretations. Visual studies change their methods and analyzed objects and their transformations are conditioned by changes of techno-scientific and cultural conditions of contemporary image. Visual studies tend to develop present theories that help us to understand how images function in sociocultural context. In Lithuanian universities, there grows a number of study programs related to visuality, visual creation and visual communication, preparing the specialists who would be able to work in such areas, related to visuality, like new mass media, creative industries and public show organization, advertisement, etc. Universities opens up for creative collaboration with various art incubators, media centers which helps to adapt education into demand of contemporary visualized culture.
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