Institute of Sociology NASU

AUGMENTED REALITY IN THE REALM OF ART FUNCTIONING

stmm. 2021 (3): 146-166

DOI https://doi.org/10.15407/sociology2021.03.146

RAISA SHULGA, Doctor of Sciences in Philosophy, Leading Research Fellow at the Department of Sociology of Culture, Institute of Sociology, National Academy of Sciences of Ukraine (12, Shovkovychna St. , Kyiv, 01021)

rashulga@gmail.com

https://orcid.org/0000-0001-5302-3669

The article analyses the issues related to the capacities of art to act as an augmented reality. The AR concept includes the achievements of the IT to augment the physical world with virtual objects. It was included into scientific vocabulary at the end of the XX century. However, as the historical practice proves, the augment reality as a phenomenon has been present at all the stages of human existence. The need for augmented reality, which was caused by the desire to expand the boundaries of the existing world through the experience of the desired, effectively realized art is determined by the extent to which art can enrich a person's living space with augmented reality. The study reveals contradictions in theoretical approaches to the purpose of art and the realities of its functioning. Emphasis is placed on the need to rethink the understanding of the model of the functioning of art as a universal, non-historical phenomenon. It is proved that cultural and social research of the art influence and comprehension, it is important to abandon manipulations around the general concept of art. It is proposed to maximally operationalize the understanding of its effectiveness by specifying the features of the functioning of species and genres. It is also proposed to overcome the inertia of the value division of art into "high", i.e. valuable one and "low", i.e. the art of low value. This approach opens the way to understanding the real meaning of the needs, non-aesthetic and non-artistic nature, which guide most of the audience at all times, in their appeal to art. Research in this area reveals the potential of art in meeting the vital needs of man — psychological relaxation, emotional saturation, relaxation, entertainment. The essence of differences in consumption of an art product of "educated" and "naive" consumers is considered. Possibilities of reproducing augmented reality in the largest segments of current artistic life — cultural industries and contemporary art — are determined.

Keywords: art, augmented reality, art audience, art consumption, cultural industries, contemporary art

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Received 16.06.2021