The article examines the phenomenon of screen culture as an independent communicative paradigm of contemporary society, emerging under the conditions of the dominance of visual and digital media. The main stages in the development of visual studies are analyzed, the differences between visual culture and screen culture are elucidated, and the typological characteristics of screen culture, as well as its influence on the transformation of communicative practices, cognitive models, and forms of social interaction in the context of the digitalization of culture, are identified.
