The article deals with the theoretical aspects of mediaculture as a sign system with reference to its historic development. The media language as a complex of sign systems (texts) evolved from “object script” to written language, from text copying (bookprinting) to electronic mediaculture, its visual, audial and audiovisual (screen) kinds. Contemporary me-diaculture that represents reality by means of a screen is related to the frame aesthetics. It is the screen culture that integrates and synthesizes all the previous sign systems due to the fact that new media is a result of technical progress.