The article is devoted to pressing issues of art, the use of its creative potential in artistic practice. Scientific and technological progress of the 20-21 centuries had a significant impact on the artistic culture, contributed to a significant transformation of artistic practices. One of the areas of transformation was the creation of objects based on the synthesis of science and art, with the involvement of the creative efforts of scientists and artists. Such objects contributed to the visualization of innovative scientific ideas, contributed to the adaptation of man to the modern technological environment. The development of artistic practices on a technological basis allows you to pay attention to the phenomenon of modern art. The analysis of scientific approaches to the definition of the concept of media art is carried out. Media depends on the development of technologies, the connection with the latest technologies, the special quality of objects allows us to analyze the creative potential of art, to study the features of using in modern practice. Media inherits in many respects the creative discoveries of avant-garde from the beginning of the 20th century. Representatives of this movement were the first to draw attention to the achievements of scientific and technological progress as a source of artistic creativity and appreciated the significance of the movement and the exchange of information for public life. Media transforms information technology into a means of artistic expression and artistic communication; Media seeks to create an intellectually and emotionally rich information environment conducive to unleashing the creative potential of the individual.