Media philosophy as the mechanism of the "machine abstraction" and a carrier of culture "new rationality"

The article the authors summarize the emergence of a special kind of "rational reflection" -of mediaphilosophy. It is noted that "the global digital shift" modificare forms of sense perception, visual representation, forms of interpersonal communications that change archetypical structures and the matrix of spatial - temporal relations in social practices. The article considers the basic conceptual model of mediaphilosophy in European and domestic scientific thought. The conclusion is that the subject of mediaphilosophy is mediaculture reality, given new technologies and incorporating person as the condition, means and purpose of communication.