CULTURAL SAMPLING IN THE STRUCTURE OF CULTURAL ANALYTICS BY LEV MANOVYCH

Abstract

Every year, the volume of cultural information increases worldwide and this process actualizes searching of a methodology which could enable database culture or “cultural archives”. Lev Manovych, American artist and theorist of digital culture, has managed to propose such an interdisciplinary project which he called “cultural analytics”.The purpose of the article is the analysis of the cultural sampling as a component in the cultural analytics structure by Lev Manovych. The methodology of the research is based on the structural analysis with the help of which can be distinguished and conceptualized cultural sampling as a part of the scientist’s cultural analytics and also on the methods of analysis and synthesis, thanks to which the potential of the cultural sampling and its limitations was considered.The scientific novelty of the work is that it is the first to consider cultural sampling as a methodological approach within the ideology of cultural analytics, which helps to create detailed maps and study millions of cultural artifacts. Conclusions. Cultural sampling is an important procedural and structural part of the cultural analytics by Lev Manovych that involves data sampling, without which it is impossible to recognize regularities in the digital cultural space. While the work on the creation of a general theory and methodology of representative cultural sampling continues, the scientist suggests using stratified sampling, when we divide the data set into categories of interest, form a sample of representatives of each category, and combine them. Lev Manovych combining common views of culture and trying to reconcile the main lines of the natural sciences and humanities argues that cultural analytics should pay equal attention as to the regularities so as individual artifacts, experiences, and interactions that generate these patterns.