Cultural status of media text
Every time has its own source of innovation, which determines the nature of changes taking place in the society. Today media are the factor motivating social and cultural dynamics globally. Media form its actual scientific research area of knowledge related to the experience of communicative interaction. The article examines the phenomenon of media text as the dominant text of contemporary culture. The nature of the media text is based on capacity of consciousness to respond formally and substantively to constructive and technological parameters of media. Key forms of media text (analog, digital; monocode, polycode; interpersonal, mass media, network) are considered.