THE NORMATIVITY OF PHOTOGRAPHY: MODELING VISIBILITY AND EDUCATION OF THE EYE

The article analyzes the phenomenon of the normativity of photography as a way of regulating the process of creating and distributing images. Using the example of cultural practice and social use of photography, it is shown that normativity is manifested in aspects of the discourse of power, social normativity and aesthetic principle. Based on this, a conclusion is made about the constructed nature of images and the closeness of the world to them, the need to limit the idea of photography as a transparent way of representing things and verifying their existence, as well as the expression in photography of cultural codes of the society that uses it. Thus, the normativity of photography that exists in culture produces the education of the gaze, introduces visual standards and norms of visual perception. This, in turn, opens up the political dimension of photography.