EVOLUCIJA ESTETIKE DIGITALNIH BLIZANACA I UTICAJ SINTETIČKIH ENTITETA NA SAVREMENI MARKETING U MEDIJIMA

Ana Perišić

doi:10.58898/famevida.v1.8

Authors

Ana Perišić Fakultet tehničkih nauka, Univerzitet u Novom Sadu https://orcid.org/0000-0002-9093-9462

DOI:

https://doi.org/10.58898/famevida.v1.8

Keywords:

digitalni blizanci, estetika, virtualni infulenseri, multimedia, marketing, AI, CGI

Abstract

Predmet ovog rada je transformacija estetskog identiteta digitalnih blizanaca (DB) i virtuelnih influensera (VI) u kontekstu aktuelnih marketinških trendova. Razvoj računarske grafike i AI tehnologija je omogućio industriji da iskorači iz okvira jednostavnog podražavanja stvarnosti i zakorači u eru strateškog hiperrealizma. Zahvaljujući tome stvoreni su početni uslovi koji omogućavaju brendovima da konstruišu privid autentične persone čija pojava prevazilazi psihološki otpor efekta „jezive doline“ svojom uverljivošću. Nova estetika počiva na konceptima poput 'digitalne taktilnosti' i namerno dizajniranih 'mana' koje virtuelnim ikonama — kao što su Shudu, Imma i Lil Miquela i drugi — daju ljudski karakter. Rad mapira razvoj virtualnih entiteta od tehničkih modela do moćnih marketinških medija, ističući kao ključnu prednost neograničenu mogućnost kontrole i prilagođavanja sintetičkih ambasadora svakom specifičnom zahtevu tržišta i korisnika.

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