From culture to media culture: new phenomena of modern communication relations in society

Abstract

The article explores the significance of traditional media’s intermediary role in providing
for cultural communication in past epochs. The progressive convergence of local and regional cultures,
which ultimately takes the shape of a community that embodies the idea of harmony of universal culture
in diversity is shown as an objective process. It is demonstrated that the increasing globalism of mass
communications was of great importance in the formation of planetary consciousness. It is argued that
the role of media in modern times increases to the point of its transformation into an all-encompassing
environment, in which cultural codes take on new semantic configurations caused by global changes in
the social and technological landscape. The article concluded that the media not only transmit the codes
of classical, popular or mass culture, but also create a special type of culture - a media culture that melts
various codes and symbols into a single media version of modern culture.