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With the aim to analyze the reality-media culture-spectacle relationship the author focuses on the visual theories of Guy Debord, Michel Foucault and Jean Baudriard. In media and spectacle, virtual reality is recognized as a crucial assumption of the contemporary communication, its advantages and disadvantages. In the attempt to enter the visual world, the author re-evaluated certain substantial culturological concepts of the media sphere, and briefly scrutinized notions relevant for the essential understanding of the visual in the visual culture.