Holistic strategy of public action and visual digitalization in convergent environment


  • Mario Plenkovic University of Zagreb
  • Tina Tomazic University of Maribor
  • Vlasta Kucis University of Maribor




holistic strategy, visual communication, digitalization, public action, media


Basic operative terms of visual phenomenology are analyzed to develop a holistic strategy for public action within the new culture of communicating in the global context. New arenas of visual communication are observed as a sociocultural process of adjusting visual technology. Creating a new strategy for public action will enhance daily life and understanding between all citizens, about questions concerning human development and society in general. A theoretical discussion is conducted through diachronic and synchronic analysis of visual communication content. The main goal is to establish a new communicative paradigm for a holistic strategy of public action. Observing visual digitalization, the authors develop a holistic strategy for public action, not only in the technical sense of the transmission and adjustment of analog signal into digital signal. The future of visual communication is a powerful source for creating images, the transmission of pictures via images, and the description or manipulation of reputation, dominance, subjection, and media exhaustion within the convergent environment. The authors identify technical and sociocultural questions regarding visual communication from the perspective of the usage of new information and communication technologies (ICT). The holistic public action strategy seeks to preserve cultural identity within the context of global communication.

Author Biographies

Mario Plenkovic, University of Zagreb

Faculty of Graphic Arts, Department of Communication

Tina Tomazic, University of Maribor

Faculty of Electrical Engineering and Computer Science, Institute of Media Communications

Vlasta Kucis, University of Maribor

Department of Translation Science, Faculty of Philosophy




How to Cite

Plenkovic, M., Tomazic, T., & Kucis, V. (2010). Holistic strategy of public action and visual digitalization in convergent environment. Observatorio (OBS*), 4(2). https://doi.org/10.15847/obsOBS422010278