Векторы медиакультуры
Vectors of Media Culture

Summary/Abstract: We argue with the researchers who define media culture as a result of civilizational achievements in the field of communications. In this article, we claim that media in all their manifestations, having exceeded the critical mass of “intermediate” meanings, make changes in cultural codes: the binarity of sense-making, fundamental for human beings, is pushed aside by media, thus withdrawing moral dimension beyond cultural experience. Hence, the function of media culture is considered as an ability to localize relevant practices in preassigned discourses to protect an individual life-world from a functional, partial “human-media” without opposing them, and to take the best from the progress of telecommunications. Thus, media culture is interpreted as an effort, a human ability to live in the conditions of media reality. This makes it equivalent to media ethics often interpreted in relation to the morality of the informational present and future.

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