Any person is always, at least to some extent, in contact with the culture of the social environment, in
which she lives. In the cultural environment, there are deep factors of influence, which expand or
reduce the field of opportunities of the person. Whatever a person creates at present depends on what
has been created earlier. Television and film serve as most vivid examples of an increase in such
connection between viewers and creative persons.
Television is a huge cultural machine, which reveals itself as a very important force of society.
In information about events, the foreground task is that of obtaining the most authentic, realistic image
of an object, not deformed by light effects and complex installation. According to this task, color on
television should reflect reality.
Today on television polychromy is used to differentiate viewers. For example, bright
polychromatic programs are targeted either at children and teenagers and have a cognitive-entertaining
character or at a very wide audience and have an entertaining-informational character. Muffled tones,
few colors or even achromatism can be observed in programs with a narrow audience, which have a
cognitive character and form a sense of the beautiful.
There is an opinion that the more colorful things a person sees, the less attention she pays to
color. In the acting film, black-and-white plastics can create a corresponding independent art effect.
Probably, it is not coincidental that today there is an increased interest in the so-called .color film.,
where in the frame there prevails only one, background, color. This technique is not a discovery of our
days. The effect of .color film. was used even by Sergei Eisenstein in the second part of his film
"Ivan the Terrible".
In fact, .color film. is a return to the monochromatism of the black-and-white imagery, but at
a higher level. In this case, the color gets selected by the author in advance and enters directly into the
structure of the cinematic image. In this sense, of interest is Andrzej Wajda's film "Brzezina".
There is a surprising, by its dramatic nature, blue background color as a symbol of the inevitability of
death of one of the characters, sick with tuberculosis.
Many modern films are based on contrast between the polychromatism and achromatism. For
example, the film "Pleasantville" (USA, 1997) is constructed on such contrast, an ideal black-and-
white television city of the 1960.s turns into a multi-color city of the 1990.s.
Thus, creative activity of a person is embodied in various ways of applying
polychromatization on television and in film. To each viewer, today.s culture appears as a basically
casual, mosaic system. Polychromatic phenomena play a system-defining, connecting role in the
culture. The role of a creative person consists in separating trivial elements from the surrounding
world and subsequently giving them a new form, using them to create an original mosaic, which then,
via media channels, will be included in a cumulative culture of the society and will become a basis for the subsequent processes of creativity.http://globe.ils.uw.edu.pl/files/2008_abstracts/papers/Snezhana_REYMERS.pdf