Abstract
The aim of this study is to present changes are being introduced in the
sphere of artistic texts of culture (especially in literature) caused by development
of digital technologies. The texts of culture combine and transform
textual elements belonging to different discourses (e.g. literature, video
games, the way of everyday communication). Changes of the status of texture
and receiver are analyzed. Texture is no longer a transparent medium
– it shapes the creation of textual meanings, interacting with semantics of
words, images, and sounds. The status of receiver is being changed as well,
by the incorporation into the fiction (thus becoming a rhetorical figure).
The article shows that those changes already existing in traditional paper
literature are on experimental laws, while in era of digital culture these
experiments became one of the rules in itself.