Gatunki logowizualne. Od krytyki języka do krytyki społecznej

Abstract

Since at least the beginning of the 20th century located in between word and picture logo−visual forms have a critical charge, which results from the impact of two different media (word and picture) in a single work. This clash provokes the challenge and question of each of them. Modern tradition of typographic poetry comes from the turn of the 19th and 20th centuries. Two factors: changes of media environment and rapid growth of new reproduction techniques were crucial for the development of the logo−visual forms. The multimedia of the 20th and 21st centuries, use technically reproduced word and picture for advertising, ideological or persuasive purposes. Logo−visual art becomes a genre, which call into doubt relationship between word, picture and the meaning. It becomes a philosophical and critical reflection on the systems of representation. Critical reflection on language and systems of representation, when one medium is reflected by the other one in a single work, makes spectator's reception of the work critical and non−automatic. This way of expiring of the work partly results from the twentieth−century experiences, thus the critical reflection on language fluently passes into cultural criticism.