COLLECTIVE CULTURAL MEMORY OF SOCIETY (PRECEDENT VISUAL IMAGES AND PHENOMENA)
In the article the definition of the visual precedence is given. The "precedent text" and the "precedent statement" are regarded in the semiotic aspect. The precedent visual images used in the press as special communicative units are classified. Except for traditionally used sources of the precedent unit fund supply the behavioral texts and the cultural space of the objects are also applied. The importance of the images of visual (accessible to visual perception) behavior of politicians in the modern society is emphasized. The precedent form and the precedent content are differentiated.