TO OVERTAKE THE REAL WHEN MEDIA ARE EVERYWHERE: ONTOLOGIC INTEREST IN CULTURAL RESEARCH AND MEDIA THEORY (Nastyhnuty realne koly media povsiudy: ontolohichnyi interes u kulturnykh doslidzhenniakh i media teorii)
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Interrelations of people, technologies and the newest media-systems become more and more problematical, changing usual modus of power and instrumentality and increasing the need in new ontological dimensions discriminative regarding the individual's 'total media environment' and his perception of the real world. Both in cultural researches and in media theory, the reflection is founded on intuitions which have arisen beforehand rather as an alternative anticipation. Today, they are distinctly talked over in the general context of the post-humanism which is revising traditional anthropocentric paradigms and creating new framework for sociological practices. The ontological point of view is represented by B. Latur's 'new positivism', H.U. Gumbrecht's 'post-hermeneutic', and F. Kittler's 'informational materialism'.
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