Media culture as the phenomenon occurred simultaneously with media appearance. However, scientists have started talking about the necessity to study media culture in society and its formation only in the late XX century. Media culture obtains the special priority position under conditions of the information society. It is promoted by the accelerated development of communication and digital technologies, the rapid growth in volume, richness and multiformat media consumption by contemporaries. Changes of the technocratic world should be accompanied with development of new media skills and preferences of the individual and society: understanding media flows, analyzing and evaluating information, engaging in dialogue with the media, do not let them manipulate you. The media culture should be the main factor of individuals’ socialization in the information society. The term «media culture» is based on two fundamental concepts, which are «media» and «culture», with many interpretations each. Therefore, the definition of the term remains ambiguous. Media culture is studied in the framework of technological, personal, creative and informational approaches. The determining factor in understanding media culture, in our opinion, becomes an interactive approach that makes possible and effective intercultural dialogue through a global network of communications. The opportunity and focus for dialogue is becoming a key characteristic of media culture. The interaction, mutual relation and correlation of media and book cultures should be considered in the framework of the dialogue approach. The interactive nature of the media culture allows us to hope for preserving and reproducing bookishness in the conditions of the digital media revolution, for its further integration into the new communication environment.