The Essence of the Concepts of «Visual Literacy» and «Visual Culture»: Cultural Aspects

The purpose of the article – identify the nature of some of visual studies – «visual culture» and «visual literacy». The study used the method of interpretation, which helped to clarify the nature of the objects, which are present equally spiritual and physical, and artistic forms of objectivity. Scientific novelty – the essence of visual culture and visual literacy as new facilities socio-humanitarian knowledge. Results and conclusions – emphasized the content blur the concepts of «visual literacy», «visual culture», «Visual competence», «information competence», «medialiteracy», «mediaculture», «mediacompetence». An processes visual literacy: the study of the psychological processes that are involved in the process of visual perception; using technologies of visual communications; study of intelligent methods that allow you to interpret and understand visual information (by Y. O. Averkin). An basic elements of visual model of competence (by L. G. Masimov). Emphasized that understanding the phenomenon of visuality can improve handling technical visual culture, which has become an integral part of science, social life, mass entertainment and visual literacy, which is due to the necessity of forming social order of society formulated in the form of provision of information and the need communicative competence. It is noted that cultural studies of this problem involves an appeal to the historical and cultural aspects of matters of existence of visual culture and the formation of visual literacy, consideration of such categories as social and cultural phenomena and comprehensive study of the history and theory of media, visual arts, visual design and other areas, floor ‘ related to the production and consumption of visual contents.