Shaping Cultural Dialogue in New Media _ YouTube as a Model_

Abstract

In the context of technological changes, transformations, and developments in all fields, the new media has become a manifestation of the digital revolution, in the context of the emergence of more sought-after electronic media and openness to the virtual worlds that have affected the system of social interactive relations, and have had a significant impact on the social intellectual and cultural awareness of the masses, especially the category of young people users. This study seeks to explore the manifestation of the cultural universe in the space of new communicative worlds, and the relationship that space establishes as an interaction between it and comments as modeled cultural patterns and as a mechanism for cultural dialogue. We analyzed a series of bloggers’ comments on a video in the Arabic literature channel on YouTube, from the perspective of cultural universe semiotics. Finally, we discovered that these comments are responsible for all cultural practices that indicate the fulfillment of the mechanism of cultural dialogue within a semiotic space that accepts semiotic differences as governing law and the controller of this significant course.