Changing the cultural paradigms and the new media habitat
Changing the cultural paradigms and the new media habitat

Summary/Abstract: In this text, my endeavor is to scrutinize some facets of the correlation between brand-new communication technologies and the cultural paradigm shift we are witnessing in the last decades. According to McLuhan, culture takes different shapes depending on the communication means prevailing in a given society or a historical context. In the postmodern world, the scale of values is reshaped under the pressure of cultural industries and media systems, while written culture interacts with new forms of expression, synthetically included in the term of media culture. Although audiovisual technologies combine word with image, the differences between book and screen are significant. There are two means of communication with complementary virtues: they generate two cultural models currently in interaction.

• Details
• Contents