Media discourse in cultural terms

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