ФЕНОМЕНІДЕАЛУ В КОНТЕКСТІ СУЧАСНОГО АНТРОПОЛОГІЧНОГО ПОВОРОТУ

The article analyses the Ideal in the light of modern anthropological turning-point comprehension. Nowadays the Ideal interpretation is also topical theme for discussions of philosophy. Deep changes in cultural practices of contemporary globalist world don’t allow to reserve the Ideal within the old bounds of Modern. The purpose of article is to pass from general vision of Ideal to its interpretation within the limits of anthropological turning-point. The Ideal is analyzed in realities of modern cultural practices that influence on its forming. There is scientifically proved that Ideal as “eidos” is mythologized. Present myth is turning into a system of social rhetorical norms and text transformations; it becomes the rhetorical mechanics in lynguo-semiological context (context of discursive practices). In the sphere of newest mythology understanding, of newest system of verbal, linguistic, semiological predications of Ideal operating, the Ideal itself is changing. Jean Baudrillard defines it as simulacrum. There is occurred the symbiosis of tactile, visual and verbal synaesthesia, where the “image”, “gestalt”, “pattern” become a screen, a performance in virtual space of communication. The attention is focused on the constant of this complex visual turn, where everything is visualized and becomes a screen virtual reality. Image eliminates the object as material structure of universal corporality. It is precisely the corporality that was considered as a guarantor of human presence in the world. The image of the ideal body becomes a mental image. The article emphasizes that the visual turn favoured to the appearance of new cultural practices. New punk space, which is oriented on blurring of any boundaries: moral, aesthetic, political, it promotes the mimicry of ideals as regulators. The ideal is analysed in relation to the disciplinary practices of culture, the source of which is in the experience of corporality. It is considered in the new context that compensates for the lost body in the transcendental subject of classics. The article stresses that the Ideal loses its metaphysics of classics, gradually exceeds the limits of normative cultural texts and adapts marginal experience as an ideal. The cyber reality is formed, where you can acquire the ideal constants and create your virtual image. Visual turn from the place as an empty space, from the place where the only ideal is possible, gives rise to a phantom of total identity. The Ideal is turning from image of substance into verbalized construction. The “I” as an image that is mental and deprived of real somatic corporality, becomes a cyborg engineered, it lacks in the main thing - the finiteness of its existence. The article concludes that the Ideals are no longer the unity of the substantial qualities, as they were in classical concepts. They become normative vocabulary markers, markers of disciplinary discursive practices. Ideal becomes transformative-manipulative. The modern Ideal as a system presents a verbal and visual code as complementary. The paper concluded that the Ideal is functioning in the new context of modern anthropological turning-point.