Special features of mediatext in the context of «screen culture» development

The article is concerned both with the interrelation of the terms «mediatext», «screen culture», «active audience» and the approach to interpreting the latter in circumstances where new mass-media appear. It gives a brief review of the convergence trend in the sphere of on-line mass communications and outlines the possible prospects of studying media-audience in the context of further shift of mass media towards the Internet.