Communicative Modes after the Coherent Media – Orientation within as semiotic space
PDF (English)


Bachmair, Ben. 2006. „Communicative Modes After the Coherent Media – Orientation Within As Semiotic Space“. MedienPädagogik: Zeitschrift für Theorie Und Praxis Der Medienbildung 2006 (Occasional Papers):1-29.


Copyright (c) 2006 Ben Bachmair

Dieses Werk steht unter der Lizenz Creative Commons Namensnennung 4.0 International.


Mass communication as our familiar mode of a medial organised public is integrated into the current cultural change of society. The article takes a look at one aspect of this change, which comes along with a shift in the function of the recipient with regard to medial texts. Reception takes over essential functions of text production, which until then has been left to the authors and broadcasters. While the distinct, coherent medium is no longer shaping our mass communication as token for granted, new text types like intramedial links gain importance. They give the recipient the possibility to combine media offers into a kind of personalised units, which fit in the recipients' relevance structures.