The life of opera in the digital space: "Third genre" of the hybrid cultural form
DOI:
https://doi.org/10.47475/2070-0695-2022-10215Keywords:
opera, digitalization, hybrid art form, social media, InstagramAbstract
The article is devoted to the analysis of classical opera functioning on the Internet, understanding the phenomenon of digitalization of the opera art. Digitalization is understood by the authors as a process of transformation of traditionally existing phenomena and practices under the influence of Internet technologies, as well as the results of this process, embodied in virtual (existing in the digital space) formats of object representation. Using the example of opera's entry into a new environment, the authors suggest emergening of a “third genre” - a hybrid cultural form of operatic art. The logic of hybridization is analyzed in the article based on the concepts of “nobrow culture” by D. Seabrook, “soft culture” by L. Manovich and “flow culture” by P. Flippy. Particular attention is paid to the interactive nature of social media and, particurarly, to the Instagram platform (the most popular among Russian opera houses and opera performers). The account data of the most popular opera performers on the Instagram platform is analyzed within two indicators: the number of subscribers (top 10 star accounts) and the activity of opera performers in posting content (the activity of being included in network communication). The involvement of opera performers in social media is viewed as a specific promotion of a digital identity with a priority of communicative openness: the conscious transposition of selected fragments of one's own biography to the digital space. The digital personality is also defined from the standpoint of hybridization: as a hybrid form that connects a personality (a real personality of an opera performer) and his virtual referent (a digital personality). The authors come to the conclusion that self-presentation strategies of digital personalities display a transition from visuality to digital tactility (the ability for users to get the access to opera star life distanced from them in offline communication).
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