POSSIBILITIES FOR THE DEVELOPMENT OF VISUAL ECONOMY AS A SCIENTIFIC DISCIPLINE

Text topic: Studies

Text author: Горан Гаврић

In an effort to determine certain basic principles of Visual Economy,

it is natural and quite logical to first consider it in the context of

traditional media. This implies that we will have a smaller number of

media available, which enables us to better understand and define the

problems they deal with. In its further structuring and defining, a wide

range of the media and new visual aspects and possibilities that are

available to us in the modern age can be very helpful. Anthropologist

Deborah Pool defines the Visual Economy as a political, economic and

social matrix in which photos operate, and defines their production,

circulation, consumption and possession. Before any attempt to

determine visual economy framework, it is necessary to consider the

crucial and revolutionary role of the Internet today. The economy and

all the other phenomena that accompany it are inevitably included in

this vast network of computers. Also, visual perception is unimaginable

outside the context of the Internet. Even if we tried to do this we

would weave into that network, or at least we would feel something

was missing and that the whole was not completely rounded up. In

its primary sense, the Internet Economy refers to the basic economic

qualities of the Internet, and how the Internet service providers share

costs and provide services. However, many of the issues that appear in

the Internet Economy look similar to those in the traditional industrial

economy. The Internet Economy covers more and more areas of

the economy, and at the same time, every industry is not under the

influence of the Internet in the same scope. This secondary significance,

which is more important to us, refers to visual content on the Internet

(photos, pictures, films, etc.) and their consumption and affect on

the consumers from different cultures. Visual Economy is in some

way connected with Visual Culture, and there are many touch points

with Visual Anthropology. This is especially expressed in the field of

cinematography, which is a rich field for research, from both visual and

economic aspect.