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Media determinism
What is sometimes called the 'Moscow-Tartu school of semiotics' was founded in the 1960s by Yuri Lotman (1922-1993), who worked in Tartu University, Estonia. Lotman worked within the tradition of formalist structuralist semiotics but broadened his semiotic enterprise by establishing 'cultural semiotics', his goal being to develop a unified semiotic theory of culture.
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