Internet Animation: Aesthetics and Social Logic of New Format

Article

Abstract

[In Russian]

by Alexander Tanana

The article is dealing with the analysis of interrelation between cultural and technological scenes and the structure of modern economic and informational fields, and more concretely, it focuses on the exploration of the phenomenon of internet animation.

Text includes comparative analysis of studio and internet animation, including technical and viewing specifics, genres, inner structure and influence of new media web processes on economic and informational fields through memes.

Using the method of homology the author identifies the connections between the logics of late capitalism and the tendencies in the development of new media. As an insider of the field, the author seeks to connect technical, narrative and visual changes in animation with the changes of Internet culture, including modern advertisement, brands and memes. Memes receive their new commercial definition of split brands. This thesis describes current processes that require new terminology and maybe even new research methodology.