The Phenomenon of Synchronization in the Context of Contemporary Art Research

The article continues a series of materials within the framework of studying the concept of brain media and the media presence of the brain in modern art. Using the phenomenon of social cognition synchronization as an example, the authors track the progressive integration of scientific concepts and neuroscience concepts into the field of art, and their re-interpretation through artistic methods. The authors conduct a comparative analysis of this phenomenon in a cultural-historical context, develop a classification of strategies for conceptualizing it, identify key stages, from intuitive understanding to purposeful use of it as a tool to engage the viewer in artistic research, or as a key basis for forming an actual artistic message. Thanks to this analysis, some of the approaches, tools and implications used in brain art by artists using neurotechnologies as new visual aids were identified and analysed. The article provides the author's interpretation of this trend and attempts to identify its distinguishing features and place in contemporary art within the context of academic approaches. The classification offered by the authors does not cover all possible artistic strategies but clearly reflects a steady trend towards broadening the "technological basis" of art through integrating modern technologies and scientific discoveries as new means of expressing and expanding the range of meanings and interpretations that artists offer viewers, including developing a more conscious and critical attitude towards phenomena under review, as well as with the aim of collaboration. To address research objectives, the broadest possible context is set for the phenomenon being studied, ranging from neurobiological, socio-cultural and meta-levels (nature — man — human community — universe — metaverse), from general statements (introduction to problems and contextualisation of research within a broad socio-cultural framework), the authors move on to concretise their conclusions through individual works of art considering their media specificity.