Visual Arts: Between Visual Identity and Cultural Memory

This study examines the interactive relationship between visual arts, visual identity, and cultural memory, considering the artwork as a symbolic medium that reformulates cultural heritage and serves as a visual repository for the community. The study aims to trace how visual artists transform cultural concepts and historical symbols into a visual language that reinforces identity and safeguards collective memory from oblivion. Employing a descriptive-analytical approach, the study deconstructs forms and symbols in selected visual artworks to demonstrate their capacity to transmit cultural contents across generations. The study concludes that visual art is not merely a neutral aesthetic product, but rather a strategic tool for shaping visual identity and consolidating cultural memory in the face of globalization and cultural homogenization.