Mass media, brands, memes - everyday life is full of signs whose meanings change rapidly. Lyudmila Zaporozhtseva's lecture is a way to understand how mass culture transforms language, meanings, and ways of thinking. Contemporary art is a mirror of change. It's time to look into it. What do we see when we look at a meme, a logo, an influencer on social media? Just an image - or a whole code carrying meanings that we are not always aware of? The semiotics of mass culture helps to discern the structure behind the external - the system behind the sign. Lyudmila Zaporozhtseva's lecture at the Yeltsin Center will be a guide into this world where signs live, die, and are reborn. For a hundred years, mass culture has been the subject of philosophical and cultural criticism. Today, much has changed - both the definition of "mass culture" and its language. In the lecture, listeners will learn how the mechanisms of generating new meanings work, how the structure of communication changes, and how artists interpret these processes in contemporary art. Ideas on where to go in Yekaterinburg are gathered on our website.