Explication of screen culture

The screen is rapidly becoming the dominant mode of modern culture, acting as a technological tool, a medium and a special, in its own way unique environment for the multidimensional human existence. This actualizes the study of the genesis of screen culture, the content and evolution of the formats of its representation both in the structure of human everyday life and in the historical continuum of culture. The research methods include the following: the methodology of evolutionism, cultural-semiotic and comparative methods, which allows to trace the genesis of screenness and compare various forms of screen culture; and the typological method and systematic approach, which allowed to systematize the forms of screen culture and reveal the principles of their distinction. The paper identifies four main screen formats: cinematographic, television, computer and smartphone-mobile. The acceleration of the screening dynamics of many cultural spheres and the formation of a special cultural continuum will be revealed, where all traditional social and personal activities are screened, creating a space of new authenticity and mythology. The framework of its architectonics is visually dynamic forms, often with interactive and hypertextual properties.