Воркшоп із візуального аналізу цінностей - 2022. Анна Тащенко. Афіліація - Київський національний університет імені Тараса Шевченка. Місце - Лондонська школа економіки та політичної науки.

1. VISUAL ANALYSIS:
RESEARCHING VISUALISED CULTURAL VALUES
Dr. Anna Tashchenko
Taras Shevchenko National University of Kyiv
anna.tashchenko@knu.ua
Sociology Faculty
JUNE 09/2022

2. [REPLACING THE EPIGRAPH]
And what about the new generation(s) of researchers?

4. ‘VISUAL
LISTENING’
EXAMPLES
BY

5. Tashchenko, A. Iu. (2014). Cultural Codes (Part 2).
Social Reality Codes’ Production and Using.
TI Publishing House of the State Employment Service of Ukraine. Kyiv. [in Ukrainian]
(original book, cover)
(original film, cover)
➢ ‘Cracking / breaking’ = usually, achieving goals with cunning tricks,
using marginal opportunities and means, creating ‘realistic falsehood’, etc.
➢ ‘Revealing / decoding / deciphering / going beyond’ = usually, sharing of
peculiarity, certain views, solidarity, etc.
➢ The difference between meanings packed in cultural products
is intuitively obvious while considering the visual design itself: integrity and
vitality vs. motives of its violation (e.g., breaking a ‘wall’; tearing off the
paper; cutting / turning to dust the art canvas; face ‘abruption’ from its bones;
digital dataset ‘translucency’, etc.)
after
book
after
book & film

6. Tashchenko, A., Yuzva, L. (2021). Gray and Colored Shadows:
The Images of Refugees in the Ukrainian «Radio Liberty».
Rethinking borders and boundaries: Beyond the global/local dichotomy
in communication studies. IAMCR 2021 Online Conference Papers,
International Communication Section (INC), 11-15 July 2021.
(visual analysis & graph by L. Yuzva)
Tashchenko, A. (2021). Too bitter, not too well-hidden:
the humor about Ukrainian top media portrayal of migrants.
Transformation of social institutions in the information society:
Abstracts of participants' reports at IV Congress of the
Sociological Association of Ukraine (SAU): 58–60.
(part of the table with video footage)
VISUAL RESEARCH EXPERIENCE (last year)
quantitative
qualitative

7. ‘VISUALISED VALUES’* INSIGHT
1. Post-semiological and socio-dramatic approaches to the visual content researching
sharing idealised (self-)presenting photos / videos, that cannot
be completely chaotic, is for social approval
visuality can be read and interpreted as a text while
bypassing the rational preparation into semantic units
2. R. F. Inglehart’s theory of postmodernisation of values → three visual value patterns:
traditional, modernist, and postmodernist ones
* Bataeva, Е. V., & Chumakova-Sierova, A. S. (2021). Visualized values in the social practices of Ukrainian Instagram users.
Ukrainian Society, 79(4), 26–45. https://doi.org/10.15407/socium2021.04.026 [in Ukrainian]
• family context
• religious context
• cooking & food consumption context
• career & achievement context
• comfort & material well-being context
• prestigious recreation & entertainment context
• glamour context
• friendship context
• professional self-development context
• environmentalism & aesthetic perception of life context
• cognitive / cultural tourism context

8. TRY YOURSELF: WHERE ARE TRADITIONAL VALUES VISUALISED?
1 2 3
Photo source:
REMINDER
TRADITIONAL CONTEXTS:
• family
• religion
• cooking & food consumption
MODERNIST CONTEXTS:
• career & achievement
• comfort & material well-being
• prestigious recreation & entertainment
• glamour
POSTMODERNIST CONTEXTS:
• friendship
• professional self-development
• environmentalism & aesthetic perception of life
• cognitive / cultural tourism

9. TRY YOURSELF: WHERE ARE MODERNIST VALUES VISUALISED?
Photo source:
1 2 3
REMINDER
TRADITIONAL CONTEXTS:
• family
• religion
• cooking & food consumption
MODERNIST CONTEXTS:
• career & achievement
• comfort & material well-being
• prestigious recreation & entertainment
• glamour
POSTMODERNIST CONTEXTS:
• friendship
• professional self-development
• environmentalism & aesthetic perception of life
• cognitive / cultural tourism

10. TRY YOURSELF: WHERE ARE POSTMODERNIST VALUES VISUALISED?
1 2 3
Photo source:
REMINDER
TRADITIONAL CONTEXTS:
• family
• religion
• cooking & food consumption
MODERNIST CONTEXTS:
• career & achievement
• comfort & material well-being
• prestigious recreation & entertainment
• glamour
POSTMODERNIST CONTEXTS:
• friendship
• professional self-development
• environmentalism & aesthetic perception of life
• cognitive / cultural tourism

11. ‘DESTINY IMMIGRANTS’ COLLECTION OF NEWS
TRADITIONAL MODERNIST POSTMODERNIST MIXED UNCATEGORISED
VISUALISED CULTURAL VALUES (N = 22, eight parallel human (de)codings)

12. traditional + modernist
Photo source:

13. [REPLACING THE EPILOGUE]

14. ELECTRONIC SOURCES
ohttps://www.youtube.com/watch?v=jCPEfihQ3R0
ohttps://www.worldvaluessurvey.org/photos/EV000190.JPG
ohttps://www.researchgate.net/publication/350404130_FEMALE_ISLAMIC_STATE_RECRUITS_MIGRATION_AND_VALUES_NEEDS_AND_IMAGES
ohttps://youscan.io/ru/blog/visual-listening/
ohttps://upload.wikimedia.org/wikipedia/en/thumb/6/6b/DaVinciCode.jpg/220px-DaVinciCode.jpg
ohttps://upload.wikimedia.org/wikipedia/en/thumb/e/e9/The_da_vinci_code_final.jpg/220px-The_da_vinci_code_final.jpg
ohttps://www.worldvaluessurvey.org/WVSContents.jsp
ohttp://en.migraciya.com.ua/news/destiny-immigrants/
ohttps://miro.medium.com/max/1280/1*rQkXDddmscAYxvyKxlj_Dg.jpeg
ohttps://socknu.wixsite.com/shvesna2022
...and many more
THANK YOU!