Year of Graduation
The Performative Potential of Interface: Multi-modal Perception of Fashion Sign in Digital Archives.
Modern digital archives imply the digitization of images, text, artifacts, that is, the translation from one semiotic system to another. Also, such archives use its interface as a means of intensifying the viewing and interpretation of objects, providing a multi-modal experience of the user. This research considers new features in changing perception of fashion sign (the main semantic element of fashion), which is constructed by digital archives. It first gives an overview of structural, semantic, and functional aspects of mediatization and digitalization of fashion. It then restores the emergence of digital archives of fashion, such as Fashion Europeana and the section We Wear Culture at Google Arts & Culture platform, tracing the connection between the ways of fashion collections' representation in the exhibition space and curatorial potential of digital archives' interface. Based on the semiotic concepts of fashion sign by R. Barth and J. Kristeva, and on the theories of the language of new media and soft culture by L. Manovich, it is analyzed how the visual rhetoric of fashion sign (consisting of verbal, iconic, material modes) semantically correlates with the expressive, communicative affordances and tools of the digital archives’ interface. It is assumed that the predisposition of digital interface to performativity (the tendency to constant participatory updating and interpretation) complete with intensification of user’s sensory reactions leads to the emergence of multimodal perceptive experience of fashion sign, acquiring the features of partly hyper-material interaction practice.