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Abstract

At the beginning a sign was a signum. It manifested itself through the presence of human experience, beliefs, hopes and their participation in culture in the core of the word-sign – a word which, as was believed, attempted to explain everything. New technologies, such as the print, led to the alienation of the word; it became an abstract. The audiovisual aspects of the modern culture, however, are beginning to struggle to recover the primal power of the sign. The word-sign begins to re-capture the human perspective. The process of reuniting the word with action and feelings is starting. The sign will be vivid again and will become an immersive experience.