Abstract

Prerequisites and some possible consequences of cultural codes change in modern media space are analysed. It is established that «newly created» media risk are connected, first of all, with the appearance of new codes, according to which the «new» culture has to be refreshed. The processes of «digital transmission» of the modern culture are considered, which not only «unwrapped» medial turn, having overcome ontologic boundaries of analog media, but also provided its further synergetic development. It is established that the digitalization process of the modern culture, caused by transformation of the power expensive and labor-consuming analog technologies into digital ones, and also gives the opportunity to spare and duplicate every cultural artifacts without quality loss. It is also noted that the digital transmission of the data coded in discrete signals, changed significantly the conception of modern media. Digitalization and media convergence led to the appearance of some special characteristics of new media and the reformatting of their ontologic boundaries. It is proved that the appearance of transmedia indicate not only the transformation of media textuality, but also the change of traditional model of cultural world view of reality. The features of digital matrixes of modern culture are shown in the research on the example of the transmedia worlds, their essence and structure. It is observed that the created transmedia universe provides not only the virtualization of reality, but also induces to implementation of virtual, as quite real. The digital matrix of modern culture through the prism of V. Flusser’s negative anthropology is considered. The assumptions, which were made concerning the possible process of de-escalation, «steps to the down» in the fulfilled research are confirmed by the technical changes of the new media environment.