Abstrakt: | The aim of the article is to show the changes that take place in new media and culture, and have an
impact on the study of discourses. A structuralist paradigm, an iconic paradigm and a performative
paradigm were chosen for the analysis. According to the author, these paradigms have the greatest
influence on the cultural paradigm undergoing constant transformation. The most important consequence
of the cultural turn is the interpretative and humanistic attitude used in media discourse
research. It emphasizes the constructivist vision of cultural phenomena, cooperation and relations
of various cultural practices, a departure from essentialism, narrative reading of texts, individual
understanding and pragmatic use of a given text, as well as openness to numerous cultural contexts
that expand its meaning. |