The Semiotics of Cyberculture: the Example of Artistic Discourse

In this text the author reflects on the semiotic existence of culture discourses in connection with the rapid development of digital technology. The author analyzes selected texts of digital art as examples of the transformation in how works of literature, sculpture, or film exist. The article covers how movable font, which changes in shape and color, participates in shaping literary meanings; the creation of semiotic and interactive figures; the textualization of the user’s actions and body; dematerialization; processuality; narrativization; the temporalizing of sculpture, which changes before the eyes of the recipient; the presence of alternative narratives in literature and film; multi-variant plots co-created by the recipient; and the artistic use of other discourses. The author proves that the structure and specificity of the digital sign lies at the base of the changes. The digital sign is immaterial, programmable, and hybrid, and combines aspects of expression, meaning, and action, which makes it efficient.