About the book: 2006 / Russian semiotics of the body differs significantly from its Western European counterpart. This circumstance is connected with the peculiarities of the media tradition in Russia, one of the main features of which is its puzzling focus on orality. This is precisely what is emphasized by scientists belonging to different generations, such as M. McLuhan and M. Ryklin, who defined semiotics, on the one hand, as verbally obsessive (wortfixiert), and on the other, as performatively oriented.