Peculiarities of the Tag Manifestation as a Means of Establishing a New Identity in the Visual Environment

Abstract

This article explores tagging not only as a method of generating a semiotic environment but also as an organically structured inscription that serves as a means of forming a new identity with a distinct street aesthetic. The study aims to investigate the features of tag manifestation as a tool for identity formation within the visual environment. The research methodology is based on a system-analytical approach, incorporating general scientific (theoretical and empirical) and specialized art-historical methods. The combined use of these methods enables a comprehensive analysis of tag visuals and an examination of the reasons behind the formation of an author’s new identity in the urban landscape. Most researchers agree that tagging emerged as a response to the fragmentation of social identity. In an effort to establish and “self-protect” their identity, street artists strive to create the most original inscriptions, investing significant effort into making their tags both recognizable and intentionally complex or difficult to read. The implicit rules governing tag creation reflect the intricate cultural dynamics of the postmodern urban environment. These include deviations from conventional inscription methods, the imposition of personal artistic vision onto the cityscape, and the bold assertion of presence through unexpected visual interventions. The rapid execution of tags further reinforces their role as spontaneous carriers of meaning. In conclusion, the author highlights that while the rise of street art signals a thriving creative environment, tagging is often perceived as a form of visual pollution. However, according to members of this subculture, tagging is a means of self-expression and an invitation for viewers to immerse themselves in the artist’s inner world. The emergence of coded inscriptions and distinct technical approaches demonstrates the ability of young artists to establish an aesthetic standard within a vast and evolving semiotic landscape.