Network Magazine as an Exposition.

The scientists still fix results of the researches as the formulas, as well as hundred years back. But the structure of the original statement in sphere of humanitarian disciplines, in the field of the literature and art, art criticism and art journalism (which today is branch of the literature and art) not so is steady, as mathematics. Also it is possible to ascertain the fact, that last decade it has appreciably changed.

The place of products created within the framework of traditional genres of fine arts and graceful literature was occupied with author's expositions of these products and even of realities that are not having the status of art creature.

Death of the author has proclaimed for a long time, but actually authors have not died. The writers ("honourable" authors of the texts) and at the same time painters with sculptors have ceased to be the authors. Title of author appropriated by expositionists.

At the end of 80-th - beginning the 90-th film directors Derek Jarman, Peter Greenaway and Rustam Khamdamov - author of film Anna Karamazoff, brilliant exposition of Russian culture from a beginning of century up to Stalin, - became expositionists. Writer Julian Barnes, designed his famous book A History of the World in Ten and a Half Chapters was an expositionist. The known scientist - linguist J. M. Lotman in the co-authorship with E. A. Pogosyan has subjected to exhibiting Russian nobility life, by placing under a cover of the book “High-society dinners” the menu of Durnovo family dinners, fragments of private correspondence from family archive, extracts from the French dictionary, texts of the newspaper messages for a long time of past years, old engravings and own scientific comments.

The expositions have moved from museums, and in general of any interiors, on the screen. And their authors have left at themselves all the rooms equipped by cameras and microphones as studios.

The authors of the books - expositions have ceased to take care about searches of original style and to be confused by alien textual inserts, which sizes appreciably surpass the habitual sizes of the citations. So Milan Kundera has included in the new book La lenteur the whole Vivant Denon’s novel Point de lendemain.

All listed by me in examples of a new genre was addressed to creative people and spiritual aristocracy. But any time has passed and the crowd has wanted effective expositions and demonstrations too. And here now blockbusters, MTV, glamour magazines and the best-sellers in soft covers are welcomed by uncountable audience and quickly accustom as space for expositions.

"Film-exhibition" La City des enfants perdus/The City of Lost children (Jeunet and Caro) exhibits romantic myths of century. The Fifth element (Besson) exposes fashion of Jean-Paul Gaultier with an emphasis on God equality of the Stylist. Matrix - the system of film-genres: action, thriller, sci-fi, cyberpunk, crime, etc, demonstrates rich inheritance at Wachowski brothers disposal.

The most experienced demons of Sorokin and Pelevin, Akunin and Kuritcyn interfere in genre limits of dime novels, crime stories, and ladies’ romance and amuse themselves there by implantation of the favourite literary fabrics. A cliché is taken for a plot, the subject springs is weaken…

And at all unpretentious things such as Waters Pecker and Kounen Dobermann, this bright and prompt defile of irresistible models on podiums: to a road to Paris, street of banks, club stage, will win in hit-parades, and, by all means, lustrous Îm and Ptiuch.

By one word, expositions of behaviour, stylistic and taste preferences will win. Set of cult products, unsinkable in a general flow of arts, due to the contents in them of the furious declarations of author's tastes. A show and pulp fiction will win - clear, fascinating and desired, as turkey to a table. And it just that, what for fine art merged with pop culture: appetising flesh stuffed modern discourses, cultural allusions and truffles.

And in anticipation of all their new triumphs there are uneasy to formulate criteria of an estimation of expositions outside of a museum. Time also has come to be set by a question on opportunities of spectator navigation. As the author's selectivity, declared in expositions, can be read as a challenge to public, accepting which, each of the spectators (readers) should show the strictness and experience in a choice of objects of personal worship and love among art creations.

As to criteria, I offer their following formulation.

1. Distinctness of the author's message concerning behaviour, stylistic and taste preferences. (Like love to turkey on Christmas).

2. Spectacular union of all of exposition elements (figurative, verbal, sound etc.) in ensemble. Shortly, luxuriance of table laying.

3. And, at last, "double bottom", secrets accessible at reconstruction of contexts; notorious multilevelness, intertextuality, and presence of the obvious or latent sending to modern philosophical discourses at all stages of perception. By one word, obligatory stuffing in sacred turkey.

All examples of expositions, listed by me, completely satisfy to these criteria. If now to address to global net, as to the main theme of conversations at a conference, it is possible safely to add my list by the best of fan sites and also some of net advertising of a type X-files (www.thexfiles.com), Almodovarlandia (www.almodovallandia.com), or Stephen Frears’ new film High fidelity (studio.go.com/movies/highfidelity/).

Such sites (according to the first requirement of quality) are distinguished by impudent and barefaced propagation of stars, films, musical groups, etc. And these sites among other network resources are as much as possible sated with elements of original design.

Nevertheless, it is necessary to recognise, that the opportunities of transformation of web-pages in “a feast for an eye” are limited to small throughput of telephone lines, by which the large group Internet users is connected now through modems.

Powerful potential at restoration of the widest contexts and unique role during spectator navigation among set of expositions belong cultural - entertaining network mass media.

Art exposition, as entertaining propagation author's preferences does not leave to mass of the spectators of any other opportunity except for their acceptance down to erection in a cult. The complex tool of formation of preferences system of the separate spectator, which obediently reacts on his individual inquiries, is net cultural magazine.

So the connection “spectator – plenty of cult creatures”, in which the individual position of the spectator dominates, compensates the unequal alliance of cult product and spectators mass.

Any advanced network cultural - entertaining mass media (of Cyrill and Ìåphody (www.km.ru) or Pole (www.pole.ru) type) consist of show-windows like portals assembled in pack.

The thematic structure of such multi-portal edition, as a rule, repeats division into headings of popular glamour magazines.

Each of “show-windows” is an exposition of individual user’s tools for navigation in environment of cult shows. Most powerful of these tools are links, language units of internet-journalism.

The links expositions of in network cultural - entertaining editions can be estimated, proceeding from criteria for art expositions. Thus it is necessary only to take into account their reorientation from artist preferences to spectator inquiries, and also number of specific features of functioning of a global net.

Let's consider in detail each of these criteria in application to electronic cultural - entertaining press.

 1. Principal orientation on selectivity of the user’s inquiries

The basic tool of navigation in a network and reality, appropriate to it, are the links to network resources and references to art expositions (journalistic and critical recommendations).

Every portal contains one or several complete sets of the mutually exclusive references on various information sections, through which the connection with all versions of off-line shows is carried out. So, for example, on "Cinema field " (kino.pole.ru) there is the block of the references on film-screen (cinema), video (video) and cinema compiled on TV (tv). It is possible to share not only shows, but also spectators on a categories: for example, children (cinema for children) and adult (cinema for adult) etc.

Such homogeneous links areas do not hold down and do not limit the reader-spectator in his choice, giving him complete spectrum selective opportunities.

Other version is made by the allocated editorial references. The team of advanced network mass media, as a rule, includes journalists recognised as authorities in the field of considered art shows. The reference to the elected statements of such most experienced author is frequently exposed in portal of such edition. It can be marked with the special image, and can look, for example, as the button behind of which one bright citation or whole set of the original reviews for the long period of time is hidden. The support at navigation on the similar references is rather effective and natural, as it’s similar to popular tradition and tested vital practice to acting, not neglecting wise advice of teacher, literary classic, senior friends and others authorities.

The special means of navigation are the voting and charts. Voting for one creation in the list, it is possible not only to test stability of own predilections, but also to study preferences of the reader majority of the site. (As the continuously updated results of voting are continuously published here). And then the concurrence of own tastes to tastes of the majority will serve as powerful argument in favour fidelity to given electronic edition.

 2. Spectacular show

Spectacular qualities in many respects depend on the design decision of the user’s interface and, again, on properties of the displayed links.

Advanced network mass media distinguishes by simple, but remembered graphic decoration: proportion of textual blocks, optimum for an easy perusal, and logotypes, emblems, elements of animation, incorporated in one firm style for all portals and enclosed pages.

Not less "tasty" in comparison with design decoration can be (must be!) headings and subtitles of the texts working on the main page of portal as links to materials. And not less "tasty" must be journalistic passages (short, but generously seasoned by witticisms), which on the main page of portal work as links to the complete version of the critical text.

As a matter of fact, there is nothing, except for the links, in Internet. And in an ideal each word (and each image) is the reference on materials of given mass media or the key word for search of this text by external search system (it can be considered as auto reference).

The links placed on title page of portal, as a rule, are a means of transition to the enclosed system of the texts and references.

Spectacular opening of a network “show-window” (the “unwrapping” of the electronic newspaper) with their help demands a continuity and absence of long pauses at loading the information. The experience convinces of efficiency of the electronic newspapers with one level of an enclosure. This requirement of comfort, spectacularly looking and convenience puts the publishers before necessity of daily updating of site, maintenance of the ramified archive and gradually updated unit of the elected author's materials and, besides imposes restrictions on volume of the published texts.

The enclosed pages can contain (and, as a rule, contain) the links to materials of archive and links to external Internet resources. Most desired and visionary attractive reaction of the interface to click on last ones is the appearance of additional windows, displaying external information.

 3. Support of a set of the user’s tools for context reconstruction

Powerful means, which allow the electronic mass media reader restore contexts of art creature existence, are the references on the encyclopedia, news tape and, of course, system of search in archives. In advanced net magazine (as Cyrill and Ìåphody portals) the encyclopedias are supported within the limits of the edition.

All successful network “editions – compasses” are satisfied all listed criteria. And all listed criteria are connected to popular concept of net communications interactivity. This concept describes a type of functioning of a network, at which users possess the opportunities of reaction to the various offers of the site founders according to his own predilections and tastes.

Besides purposeful and fast movement under the links, participation in voting, and the receptions of an encyclopedic information these opportunities also include online-forums, online-responses to the published materials, correspondence with edition members on e-mail, not requiring transition on the own mail server and so on.

The successful navigation in the world of art shows can be finished, by taking advantage of services (usual addition to the advanced cultural - entertaining edition), which can be purchase CD, video and books or participation in a tickets lottery.