DISCURSIVE PRACTICES OF MEDIA CULTURE: CULTURAL ASPECT

Abstract

INTRODUCTION In the broadest sense, the intrinsic function of culture is to preserve the different values and achievements of Humanity. Therefore primarily, by its ontological essence, culture is a medium for enunciation of a meaningful existence and it is a very essence of a meaningful existence. Therefore, a language must arise by means of which the sphere of values itself becomes recognizable and meaningful. The language of intrinsic ideas of a given culture, which organizes and directs its sense-making function, becomes such a language (and it is characteristic for every possible historical type of culture). Namely in the aspect of “meaningful enunciation” in the culture of the new millennium an assumption was made that the discourses and discursive practices used in the field of contemporary humanitaristics, in particular in cultural sciences, create a homogeneous field and have a clear set of established characteristics which would be interesting to analyze. First of all, we proceeded from the fact that a discourse means a verbally articulated form of objectification of the content of human consciousness in this particular era, governed by a type of thinking, dominant in a certain sociocultural tradition. This concept gains a particular importance in the problematic field of cultural studies 1 . Just here discourse appears in the focus of attention, undergoing some kind of renaissance of meaningfulness: the discourse is considered to be a significant element of socio-cultural interaction. Thus, first of all, discourse is a language, immersed into a life and social context. But it is not an isolated textual or interlocutory structure. In the process of development of discursive analysis as a specific field of humanitarian researches it becomes clear that the meaning of discourse is not limited by written or oral language, but it also determines extralinguistic semiotic processes. Thus, for adequate analysis of thinking activity, it is extremely important to fix the boundaries of the discursive sphere. The space of discursive