Description:
This article explores the theoretical foundations of media culture as a system of signs in the context of its historical evolution. The language of the media as a sum of different sign systems (texts) has evolved from the “object writing” to written language, from reproducing texts (book printing) to electronic media culture – visual, audial, audiovisual. Contemporary media culture reproducing reality with a screen is linked to the aesthetics of the frame. It is precisely in the screening culture that we can witness the process of integration, synthesis of all the previous sign systems that is explained by the fact that the new media are a final outcome of the technical progress.