“Zrichitel (Viewreader)”: a New Subject of the Modern Culture

This article is dedicated to important issues of the modern media culture. The author suggests a new outlook of the media, which affirms that the culture, during the process of its transformation from literaturecentrism to mediacentrism, combines the subjects of visual culture (viewers) and the subjects of verbal culture (readers). As a result of this close interaction, the fundamentally new textual strategies appear: “a reader as a viewer” and “a viewer as a reader”. Application of the strategies and intensity of their intersubjective dialog influence on the depth of text understanding (both verbal and visual) as well as on the level of hypothetical penetration into the “submedial space”, which is covered by the screen of cinema, television, or computer and represents an area of “semantic uncertainty”. Implication of the two-level subject of mediaculture (“viewreader”) in this “semantic uncertainty” dictates the specifics of cultural texts perception in the age of “post-literacy”.

viewer, reader, visual, verbal, intersubjectivity, literaturecentrism, post-literacy, mediacentrism, screen, submedial space

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