The (late) modern society has placed itself in a rigid dependence on media technologies and audiovisual mass media. On one hand, this has led to operational adjustments and structural changes in numerous areas of socialization; on the other hand, it has shaped new ways of thinking, imaginative worlds, forms of action, and cultures of use among individuals. The book problematizes this reciprocal production and dependency relationship between media, society, and the subject, and confronts sociological theories of society with cultural-historical and media studies observations regarding the changed media culture. Consequently, media culture must be granted a categorical as well as practical priority.