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The material for this article was the works of V. Propp, Y. Lotman and U. Eco in the context of semiotic approaches and media educational opportunities. The author of the article fully agrees with U. Eco's opinion that modern society is unthinkable without (self) media education of a person, because in the near future our society will split into two – those who do without critical selection of received information in their contacts with the media, and those who are able to select and process information. At the same time, it is necessary to teach people to choose the most important and useful things, because if they do not learn to do so, access to all this information will be completely useless. Thus, the selection and processing/reasoning/analysis of media texts is the basis of media competence in the 21st century. Studying the media and virtual world requires knowledge and skills from different fields. In this context, the scientific heritage of V. Propp, Y. Lotman and U. Eco is truly inexhaustible and fits perfectly into the main spectrum of media education tasks, both at higher and secondary schools.

The Heritage of Yuri Lotman, Umberto Eco and Vladimir Propp in the Context of Media Literacy Education