THE OBJECT WORLD AS A FIELD OF VISUALIZATION AND RECLASSIFICATION OF CULTURE

All social transformations in history have always relied on culture in one way or another, seeking justification and support in it. From this perspective, the objective world of society not only reflects the urgent demands of society, combining current social and ideological paradigms, but also provides a person with many real opportunities to promote and renew culture. In this article, the appeal to culture is based primarily on rethinking its material attributions, which are considered through their coupling with cultural practices and technological innovations. All this makes us look at the world of things more broadly, finding answers to many urgent questions of our time in cultural artifacts, that is, to see in the forms and articulations of objects what is hidden behind their usual material shell. A thing is not indifferent to the preferences and values of a person. In the space of social interaction, a thing acquires the status of a character, an actor, a participant, a designer of a new cultural reality. Things also serve as signs of distinction and a way to attract culture. At the same time, it is the cultural context that largely shapes the social significance of an artifact and makes it not only an economically useful object, but also an aesthetically attractive and socially status item. Information and digital technologies expand the boundaries of the world of things, and by challenging culture, enrich it with new art objects. In the process of subject transformation, things are increasingly included in communicative innovations and current cultural practices. The dialogue between a person and a thing in a changing society is positioned as an area of creativity, visualization of memory and reclassification of culture. Some aspects of subject transformation in creative practices of modern culture are considered in this article.