Media in contemporary artistic communication

The research examines the role of media in the postmodern artistic communication. The study considers the specific nature of the postmodern subject in the interpretation of the French poststructuralists and the changes in the subject caused by the media turn in the second half of the twentieth century. The paper analyzes the impact of digital technology on the nature of the subjectivity of modern people being involved in the artistic communication. The author emphasizes the aspects of media communication epoch: the focus shifts from the artist - spectator relations to the artist - medium relationship. The differences in terms ‘subject’, ‘media subject’, a ‘participant of communication’ are explained. It is suggested that subjectivity presents in a medial artistic message. The study reveals the significance and peculiarities of interactivity in the artistic communication through media as well as the meaning of interpassivity opposed to it.