The article explores the screen (electronic) culture as an information age phenomenon, as well as the concept of virtual reality constructed based on this culture. The author argues that the development of diverse form of screen creativity - from cinema to Internet - played decisive role in the democratization of culture and the transformation of media environment. By coopting audio-visual affordances of the cinema, and then of the TV and video, and by augmenting and transforming them, the screen (including the computer display) becomes not only the physical medium of the new type of culture founded on the synthesis of technology and creativity, but also the constructor of the new parallel world, i.e. the “virtual reality”. Today, this problem has not only academic, but also social weight, because the global expansion of information and communication technologies embeds them into all aspects of public life and demands thorough attention.