SCREEN CULTURE OF THE WEB 2.0 ERA: CHARACTERISTICS OF SMALL FORMS

Abstract

The article examines the development of small forms of screen culture in close connection with changes in web platforms. It was established that the digital society is characterized by the active use of media technologies and Internet content not only for information purposes, but also for communication purposes – this has correspondingly affected the specificity of small forms of screen culture. It is established that the development of Web 2.0 indirectly provokes a huge volume of audiovisual content, and its ability to create communities ensures the wide use of various audiovisual forms. The study revealed that small forms of screen culture of the Web 2.0 era (online shorts, flash fiction, web series, digital trailers, etc.) are characterized by processes that allow various forms of audience participation with constant user feedback and motivation. The transformation of small forms of screen culture from other communication channels to the Internet space is considered. It was found that in the process of adaptation to the Internet space, certain small forms of screen culture, born in the film/television environment, make maximum use of information and communication opportunities, and specific interactivity causes key changes affecting their form and content, supporting the creation of new online audiovisual forms. The reverse process is also characteristic – the spread of small forms of screen culture, created in accordance with the requests of Internet users and the requirements of the Internet space, to other distribution channels. In this way, there is a synergy of media panoramas, caused by the dynamics of the development of information and communication technologies with a tendency towards convergent content – small forms of screen culture of the Web 2.0 era do not require a significant budget and are easily distributed through more than one channel.