ЖАНР И „ВИРТУАЛЕН КОНТЕКСТ“
GENRE AND ‘VIRTUAL CONTEXT’

Summary/Abstract: Contemporary genre theory speaks of a “virtual context” created by the genre. In this context, links and associations are established, and thanks to it the reader or viewer is able to identify the new or merely reconfigured genre elements. Such a research direction is relevant to the current genre situation on the Internet. The digital genre samples and their theoretic abstractions are regarded not as a codifying system of genre repertoires, but as a “virtual context” enveloping the text and allowing us to see in it the repetitive as well as the new. This context is fluid, unstable; it is culturally and socially, as much as technologically determined, and exhibits a tendency towards global homogenization.

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