Abstract

The comparative analysis of conceptions of communication in contemporary media theories of M. McLuhan and J. Baudrillard is exercised in the article. The author of the article states that the media theory of M. McLuhan was influential to J. Baudrillard and explicates why M. McLuhan’s thesis “the media is the message” is so important for the philosophical insights of J. Baudrillard. It is affirmed that J. Baudrillard established particular technological determinism and essentialized the new media, conceding unambiguously some negative connotations. Furthermore, the question is raised what kind of relationship between the new media, social and ontological reality exists. At the end of the article the conclusion is drawn that the media theory of J. Baudrillard is more important not from the sociological but from the ontological standpoint in contrast to the one of M. McLuhan.