WORLD AND UKRAINIAN TRENDS IN CREATING SOCIAL POSTERS

Abstract

The article examines the current global and Ukrainian trends in the development of the social poster as a means of visual communication. Its functional, aesthetic and content aspects are analyzed in the context of global challenges and local socio-cultural processes. The social poster is considered as a tool for forming public opinion, transmitting social messages and expressing social ideals. It is determined that the transformation of its visual language is due to the influence of digital technologies, historical experience, cultural environment and social upheavals. It is emphasized that the modern poster goes beyond the communication function, becoming a cultural phenomenon capable of influencing the emotional and psychological level, activating social actions and reflecting the spirit of the era. The object of the study is the social poster as a form of artistic and communicative expression in the conditions of the modern information society. The subject of the study is artistic and compositional techniques, semiotic codes, color and typographic structure, which ensure the effectiveness of communication. The methodology of the work is based on the complex application of comparative, analytical, art history and content analysis. The visual solutions and content features of world and Ukrainian samples of the social poster were compared, which allowed us to outline the leading trends in its evolution. As a result of the analysis, it was found that in the global context, the social poster retains a leading role in political campaigns, environmental and human rights activism, and in Ukraine it acquires a special identification function – it becomes a symbol of national unity, resistance and cultural self-affirmation. It was determined that digitalization, the combination of traditional and new media, as well as military events significantly change the methods of communication through the poster, giving it new visual forms and semantic accents. It is concluded that the modern social poster is a dynamic phenomenon that changes under the influence of technological innovations, political events and social movements. It combines aesthetics, symbolism and social function, while maintaining the ability to respond quickly to the transformations of society. In Ukrainian realities, the poster acts not only as an artistic object, but also as an important tool of civic expression, forming the collective consciousness and visual narrative of the era.