PHENOMENON OF COLLECTING IN THE CONTEXT OF VISUAL CULTURE

The close connection between visual culture and collecting were investigated in this article. The work is devoted to the problem of comprehension of the phenomenon of collecting as an integral part of socio-cultural activity of man. The urgency of the topic is determined by the growing interest in the problems of interpreting the specific attitude to the reality of collectors, as well as the need to formulate a cultural evaluation of the role of collectability in the context of modern culture. Collecting and collecting has become a widespread phenomenon around the world today. When buying a thing for a collection, that is, taking ownership of the subject of art, we become involved with the sociocultural phenomenon that arises in ancient times and acquires a certain fixation from antiquity. The collection of ancient things is one area where one person or a team of museum workers first of all cares about the preservation of an object inherited from the last epoch. The number of ancient things belonging to one or another era over time is virtually unchanged, but the circle of lovers and connoisseurs is constantly increasing. Natural disasters, wars, human factor, unfortunately destroy historic and artistic artifacts sometimes much better than time, but the number of those who want to buy valuable things is only growing. Visual art - paintings, graphic arts, sculptures are regularly found in news stories, we see in reproductions, it is reproducible, whereas from the first print of the book, with time, only the text remains, and the text that every next generation wants to change, transform in accordance with the requirements of society, to own worldview, that is why the antique book, as a material artifact of culture, requires separate consideration. In the article the specifics of collecting, cultural characteristics of this phenomenon and its role and place in the sphere of culture are researched.