До питання про природу нових медіа
To the question on the nature of new media

Summary/Abstract: Purpose of Research. The purpose of the article is to consider the question of the new media nature basing on the key guidelines of the media theory and the latest researches on this issue. The article discusses the basic approach to the new media and provides the analysis of the most critical components of their technological basis. Methodology. The methodology of this research appeals to the particular media theory approach. According to it, the research focus is shifted from the media external manifestations to their inner structure and features that make these manifestations possible. The article outlines the relevant approach to the problem. Moreover, it suggests the holistic perspective of the new media structure. The article scrutinizes the structural elements of the new media as a system, the essential links between these elements, and their role in communication. Conclusion. There is a lack of researches on the new media that consider their technological nature. The new media function as a systemic phenomenon. It considerably affects the way of the modern culture’s existence. Thus, there are three fundamental points to be in the primary focus of the discourse: (1) the importance of the concept of media as such; (2) considering media technologies as their core; (3) taking into the account the relevant cultural context.

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