Media Culture - Between Technology and Communication

Media culture is a major challenge for media and communication studies. Without media culture, there can be no understanding of media reality, just as there can be no orientation in a media society consisting of a complex interdependence of media, culture, technology, and communication. It is a categorical self-identification of the contemporary media person in the conditions of dynamic media transformation and an important condition for presence and interaction in the media environment of the information society. This article examines some theoretical approaches to media culture and argues that the debate about culture should be a discussion about media development. It concludes that there is no culture outside the media or media communication, and the responsibility for media culture now also lies with the audience.