Print word and media image: implicit models of choosing of the leading sign information system by adults
The article discusses the problem of the sign a tool of "acquirement" of the subject's mind that acquires special significance in the context of a variety of information medium. Grounds for the typology of representatives of information subcultures are theoretically marked are based on selecting a subject of the leading sign system: traditional, verbal ("subjects reading" or multimedia ("subjects viewing"). Presented study results of implicit models of choosing among adults - specialists of intellectual labor. Stated that "subjects reading" adults are worrying about their choice and they record changes in their own personality while reading. The implicit model of choosing the digital information sources in the group of "subjects viewing" not only is simpler in structure, but meaningfully limited by technological, not personal, reasons.