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The purpose of the article is to study the types of artistic creativity in modern fine arts, taking into account the specifics of media arts. The methodology is the cultural-semiotic analysis of the forms of manifestation of visualization of modern art culture. The application of a systematic approach allowed us to study semiotic systems that contribute to the comprehensive disclosure of the problem of the semantics of modern forms of visualization. The scientific novelty of the work is to understand the specifics of the new media arts, taking into account their interactivity, network communication, and virtuality. Conclusions. The interaction of visual art forms and interactive technologies is a combination of artistic manifestations with visualization and programming, so, unlike the processes of classical education, this art practice, in addition to the artist, requires group work of specialists in various fields. Artists working in new forms of visual art play the role of "director" of the project, embodying their own artistic ideas in collaboration with other participants. The actualization of the art of new media is manifested primarily through the expansion of artistic creativity and the creation of multimedia projects that combine VR, AR technology, animation, and traditional shaping and drawing. Therefore, modern visual arts are becoming a powerful tool and communicative tool of modern culture. Today, Ukrainian artists are actively using visual images as central elements of visual culture. Since modern cultural communication significantly influences the formation, providing the composition and translation of cultural values, with the help of visual images artists are able to more accurately express the idea of the work, to make it understandable to the maximum number of viewers. [ABSTRACT FROM AUTHOR]

The purpose of the article is to comprehend the features of "artistic" and "visual" images in contemporary art. Methodology. The main methodological approach is the cultural-semiotic analysis of the forms of manifestation of visualization of contemporary art culture. The application of a systematic approach allowed us to study semiotic systems that contribute to the comprehensive disclosure of the problem of the semantics of modern forms of visualization. The integrative approach has enabled research in new forms of visualization of modern artistic language, which combines informational and aesthetic functions. System-value and historical-typological approaches allowed to reveal the role and functions of public art in the formation of image-plot structure in modern Ukrainian culture. Due to the revealed changes, traditional images are visualized with the help of a new artistic language, which does not correspond to the traditional meanings of the artistic image. The scientific novelty of the work lies in the expansion of the features of "artistic" and "visual" images in modern fine arts. In particular, it is noted that today‘s culture changes its direction from verbal to visual communication, so the main task of the artistic image is a visual way of transmitting information and communicating with the audience at a certain cultural level. Artistic images are means of transmitting and transmitting information that are inextricably linked to the cultural context, they always go beyond a simple depiction of reality and are rather elitist in nature. At the same time, visual images address society in a visual and familiar visual language, communicating with the viewer, visualizing certain information or idea. Conclusions. Therefore, artistic and visual images have both common points and differences: the visual image, in fact, is a component of the artistic image and differs from it by certain objectivity and generalization. Contemporary artists work on the border between visuality and artistic image, filling their works with various social and aesthetic functions. However, in order to understand artistic images, the viewer, as a rule, must be informationally and culturally prepared, and visual images must be easily perceived by the public. [ABSTRACT FROM AUTHOR]