The influence of visual representations of “the Other” in the system of modern sociocultural communications

The paper deals with the way and the form of modern humanitaristics understanding of the problem of visual representation of “the Other”. The authors’ tasks were to comprehend the nature and dynamics of visualization, to give a distinct working definition of visual competence. Besides, the purpose of the paper was to state the components of visual competence, its criteria, estimation methods and in this context to interpret the image of “the Other” decoded in scientific philosophic and cultural literature and in daily cultural practices. And the final task was to reduce the visual message to the verbal one. The doctrine that the image may be read is the common prejudice, which prevents the formation of a new approach to visuality. The first step towards the solution of problem is to describe the techniques, which help in potential understanding of the visual structure. Understanding the image diversity and its possible text analogues should help in establishing the specific requirements, which can be and must be applicable to visual representation of “the Other”. Representations in the visual culture (photography, cinematography, media, painting, advertisement) influence the social image, affects the daily social practices and communications. Visual representations are of interest for social theorists as well as cultural texts, as they give an idea on the context of cultural production, social interaction and individual experience