Abstract
This article suggests answer to the question: How and why has the form of argumentation and the vocabulary of modern ideological discourse changed? It is argued that to describe adequately and account for the semiotic change in its character, we cannot ignore either the symbiotic relationship between the conceptual revolutions that have occurred in its ideologic environment or the effects of technological innovation on its social and political environment. The article concludes that it is time for the case of technological determinism to be reconsidered.
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