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The article is based on a paper presented at the 10th World Congress of the International Association for Semiotic Studies in collaboration with the International Communicology Institute, La Coruna, Spain, 22-26 September 2009. The article is a preliminary treatment of an investigation of Yuri Lotman.s concept of the ¡°semiosphere¡± as a meta-theory for future semiotic media analysis. In consecutive parts the author deals with research questions, provides a brief introduction to media semiotics and gives a brief summary of some of the characteristics of the new (postmodern) society and the new media landscape brought about by the development of information and communication technology - all of which necessitates a reinterpretation of theory and semiotic analysis. The article briefly introduces the so-called postmodern paradigm in media research with reference to chaos and practice theory. The author outlines what, according to him, are some of the shortcomings of media semiotics. Finally he explores some of the characteristics of Lotman.s semiosphere and suggests ways of how it could be applied to media analysis.
