Orokhovska L. Media culture in the context of the development of civilization

The dissertation represents a conceptualization of a media culture phenomenon. On the basis of a cultural and historical approach to the study of historically-specific forms of the media culture system the evolution of the media as a sociocultural phenomenon and the role of media culture in the historical development of the mankind have been indicated. The system formation features of this phenomenon, its transforming effect on people, social groups and institutions of society have been revealed. Particular attention is paid to the reciprocal influence of media culture and the information revolution that manifested in the informatization of media culture, strengthening the power of telecracy, demassification and impersonalization of media and society, unification and standardization of the style and genres of mass media, the atomization of society, and culture virtualization.