Media culture as a technogeneous phenomenon

Media culture became dominating culture of modern society. However, there are no researches revealing the special signs of media culture as information and communicative technology in scientific literature. In this research, the comparative analysis of such concepts as screen culture, audiovisual culture, electronic culture, digital culture, multimedia culture, computer and cyberculture is conducted and defined their technological specifics. The essential system-creating characteristics of media culture are presented separately as a generic term covering its individual types indicated above. As a result, media culture is determined as a sum of information and communication technologies using the mechanism of production and distribution of messages, convergent and production by the nature, designed for both, mass and individual consumption.