Visual Rhetoric in Traditional Media. 2022. Vol 4, No 1
“Only the media techniques of the 19th century, that is, photography, gramophone and film, had saved the sensuous reality from the absolutism of the book – however, one could formulate more radically: before the absolutism of language”, – N. Bolz writes in the book "Das ABC der Medien". The proposed opposition between writing as an "informational" media (which was most interesting to McLuhan) and "sensory" media needs critical reflection. This is especially important in conditions when a person's immersion in the media space implies that not only the information brain memory should be involved, but also various performative practices of experience and memory of the body.