Hierarchy of cultural codes in philosophical and existential interpretation of cross-cultural media production

Cultures of different nations live today under the conditions of cross-cultural media flows, and media content produced in different cultural traditions is broadcast and consumed in a single space of the Internet. In these circumstances, it becomes relevant to search for mechanisms of semantic interpretation of media products created on the basis of some cultural traditions and stereotypes, interpreted and consumed in a country with other, distinct cultures, values and worldview positions. On the basis of the use of philosophical-existential and semiotic approaches as stable philosophical-existential grounds for the semantic interpretation of cross-cultural media texts, it is proposed to consider the bestial code of culture. It accumulates elements of the knowledge code, the action code, the reference code (R. Barthes); on its basis it is possible to reconstruct the code of this or that cultural and historical era in a particular national culture, as well as to invert the cultural code of the past in the media content of the present (Y. Lotman); to better interpret and reveal the existential potentials of Chinese culture contained in modern media productions: time, eternity, heaven, longevity.