Understanding the book in the context of media representations

The article is devoted to the consideration of the phenomenon of the book and its forms of existence, which to a greater extent lies in the field of book studies. However, at the present stage of active introduction of digital technologies both in production and social relations, new practices arise that displace the usual text-centered channels of message transmission. With the mediatization of culture, there is a need to study book communication in the present moment. A book is an ordered array of text with semantic content, the purpose of which is to broadcast a message from the author by establishing a delayed communication with the reader. In the modern realities of media development, new ways of information exchange appear, audiovisual formats prevail over textual ones. Studying the works of M. McLuhan in the study of the role of media in the development of man and culture, it is necessary to emphasize the multiple meanings of this concept. The paper presents the results of the survey and draws conclusions about the position of the book in the cross-section of other media. The real place of the book among all possible media is not clearly defined neither in the scientific literature nor in the public consciousness, but the printed basis and the electronic analog with its specific characteristics, according to the survey, are in close positions of their understanding in the context of media.