| Summary: | The paper discusses the problem of “competition” between the image and the articulated language/text. The problem as such is historical and it reflects the change between the language based communication (including the radio era) and the mainly image based communication. Opposing to those who equate the image construction in the information and communication technology with the impoverishment of meanings and necessity and ability of logical/rational discourse, the arguments of these two positions are analysed. The paper mentions the difference between representation, image and idea, analyses some arguments related to the logical articulation of words in texts, and to the specific imagistic manner of communication, and concludes that the text and image are complimentary, and that their worth depends on the meanings they transmit and the quality of meanings/values they transmit. In this respect, the diminishing of preoccupations, of ability and time for logical articulation of the reference to the world means the decline of man. At the same time, the theory highlighted in the paper does not counter the “bad” image to the “good” text (and certainly, nor vice versa), but the measure in their use according to the scale of goals and means which people must have.
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