Vyselko I. Transformation of cultural meanings in the context of audiovisual communication.

The thesis constitutes the concept of "cultural meaning" historical and cultural specificity of audiovisual communication and transformation of cultural meanings investigated under conditions of media sphere. It appeals to the philosophical and cultural discourse and allows us to determine interdependence between concept of "meaning", "gist", "nature", "idea" and concepts of "questioning the sense of existence" M. Haydeher "archetype" (K Yunha), "followed by understanding" (H. Hadamer), "discourse of sense" (Zh. Deloz, "traces of sense" (Zh. Derrida), "construct of idea" (A. Sheykin), "sense generating mechanism" (U. Eko). The article rises the point of relation between cultural codes in the semiotic system and in terms of the historical development of types of communication: the dynamics of audio tactile, visual, audiovisual and multimedia contemporary communication. Sets genesis of these regimes seen and heard from synaesthesia of visual-auditory to modern extension: clear, obvious, polyphonic, stereo acoustic, etc. It turns mechanism of transformation of cultural meaning due to a cultural code and the implementation of technical means of communication. Addressing Yu. Lotman's semiotic approach, S. Langer's symbolizing reality, the views of scholars such as A. Handle, D. MakKveyl, R. Sennet to set the context of the concepts of "semiosphere", "media culture", "media system" to study vector transformation of cultural meanings. A. Hunder's ideas about hypertext as "content space" and "textual navigation" are accentuated. It is claimed that audiovisual communication media creates an image of the world as a hypertext, causes the formation of semantic core culture: detachment, game principle of sense constructing by multimedia communication.