VERBALITY IN VISUALITY, VISUALITY IN VERBALITY

In this article, the author examines the relationship between the verbal and the visual in the system of modern communication. The visual and virtual revolutions of the 20th and 21st centuries have focused on the formation of a “picture” perception of the world and “picture” communication. While acknowledging the existing communication component of the global socio-cultural space, which accelerates the process of transmitting and comprehending information flows in all areas of society, the author emphasizes that the verbal model is not disappearing; it is not just existing in parallel with visual and virtual communication; it is an integral and essential part of the worldview. Visuality was in demand by society at the stage of civilization formation, but the individual’s subjective perception of space required decryption, where the word-explanation was born, which became an independent phenomenon in the transmission of information. Using the example of the so-called “quiet book,” the author of the article shows that verbality and visuality do not contradict each other, but rather. The narrative of the modern socio-cultural space is defined by the word and the visual-virtual reality that confirms the word. Expressive imagery and visual communication processes give rise to a new social reality (both in society as a whole and in the individual’s worldview). Verbal-visual reality is a necessary synergy of the global communication system coplement each other.