Abstract (English):
The monograph is devoted to the cultural interpretation of the text of culture: approaches to its definition are indicated, the codes of culture in the historical and cultural context are considered, the importance of visual as a special way of "grasping" reality in historical retrospect and in the conditions of modern reality is revealed. The ideal types of the reader are described: Flanker, reader-interpreter, critic, actualizing mechanisms of reading texts of any modification. The author offers the analysis of content and functional features of existence of the text of culture, cultural texts (practices) and separate artifacts at the turn of the XX-XXI centuries; the possibilities of formation of critical thinking in the conditions of media culture are revealed.