Metaphor as a marker of creativity in digital visual art: aspect of socio-cultural communication

This article investigates metaphor as a key element of creative digital visual art within the context of Kazakhstan’s contemporary art scene. The authors analyse the role of metaphor in shaping the aesthetic and communicative potential of works by Kazakhstani digital artists, focusing on materials shared on social media platforms. Special attention is given to metaphors rooted in national cultural codes, such as the yurt, camel, traditional Kazakh attire, and other symbols, and their diverse interpretations. The author highlight that creative metaphorical thinking becomes particularly active during periods of civic engagement. The yurt, for instance, serves as a metaphorical image that unveils meanings related to national identity, historical heritage, and the future development of Kazakh society. Metaphor functions as an indicator of effective large-scale communication, involving audiences in co-creation and interpretation of significant phenomena, including natural disasters and social tragedies. In this context, metaphor contributes to the interactivity of digital art. The article also emphasizes the importance of social media as a platform for sharing works with vivid metaphorical imagery and discusses the interdependence of financial support, technological innovation, and the qualitative growth of creative digital visual art.