The Gutenberg galaxy and its “twilight” in the context of contemporary electronic media

Abstract In this article, the authors are concerned with the question of the nature of print and the impact print has on shaping the collective mentality, especially in the context of the electronic media “boom”. Based on their analysis, they state that print has, since its creation, promoted a subject-object dualism, the development of abstract, linear thinking and the shaping of a collective mentality. Print is currently already under the strong, paradigmatic influence of electronic media resulting in a qualitatively new kind of “reading”. That is to say that the electronic media cyberspace encourages the “hyper-textual” interlinking of different kinds of information in our learning or thinking, which can be referred to as “rhizomorphic”. This kind of process is bound up with non-linear “reading”, where the image dominates the word in cyberspace. The electronic media cyberspace thus dominates and shapes the contemporary collective mentality in our culture, including its approach to print.