The cognitive identity of a media culture carrier as a subject of education in the information society

The paper supports the idea that growth of media education is based on temporality topic as synchronization communicative, cognitive demands a person with dynamic changes information reality. It understandable developing necessary skills to be carrier modern culture challenging, main threats posed by deterioration critical conditions for activity, proliferation communicative interaction models, and complexity culture's semiotic systems fall within purview abilities like thinking, independent judgment quality content, safeguards against communication risks, among others. subject activity's identified symptomatic characteristics point need an urgent educational response, which includes development requirements criteria literacy, balanced approach taking into consideration, procedural thinking in terms knowledge, memory, self-identification. claimed key component acquiring semantics, topology, navigation fundamentals audiovisual communication. article focuses how crucial it system respond comprehensively issues facing civilization brought shift society.