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GIFITI AS A HYBRID GENRE OF NEW MEDIA ART

Oksana M. Landiak

First published: 2018https://doi.org/10.5593/sgemsocial2018/6.2/S24.012View metrics

Abstract

In the article the specificity of gifit? as a hybrid genre of New Media Art is investigated. The scientific novelty of the work consists in revealing the main genre characteristics of gifit? as the newest hybrid artifact in the contemporary audiovisual culture, as well as outlining the development prospects of this phenomenon within the New Media Art. The methodology of the research is based on using the genre concepts which sharpen the attention to the processes of hybridization in the contemporary genre generation. The results of the research provide the opportunity to define one more significant genre within the New Media Art that discloses the diffused specificity of the contemporary audiovisual art. Based on several parental artistic kinds such as graffiti, mural and GIF-animation, gifit? gradually forms its own genre specificity, which consists in the following: 1. low degree of commercialization unlike the parent genres; 2. departure from the tradition of the so-called three-dimensional graffiti and non-figurative art. The thematic field of the gifit? is quite diverse and includes ecologism, pacifism, anti-media, as well as sentimentalist reflection of human emotions, mood, aspirations. As compositional, stylistic and artistic features of gifit? could be mentioned the attraction of central composition, the imitation of the symbolic figurative style and the Optical Art aesthetics. At the same time, gifit? refers to the stylistics of the murals with their realistic and hyper-realistic features in conjunction with the grotesque.

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Publication details

Title
GIFITI AS A HYBRID GENRE OF NEW MEDIA ART
Authors
Oksana M. Landiak
Proceedings
5th International Multidisciplinary Scientific Conference on Social Sciences and Arts SGEM 2018
Publisher
STEF92 Technology
Year
2018
Pages
93-100
SWS Citekey
Landiak20182493100
ISSN
2367-5659
ISBN
978-619-7408-61-4
Language
en
Publication type
Proceedings Paper
Keywords
gifitigraffitimuralGIF-animationgenre creation
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