In a process of cultural reconceptualization it is extremely important to identify the fundamental categories on which this historical change is based. Following the transition from industrial mass society to individualized post-industrial society, the author contextualizes basic principles of so called new visual media. The goal is the definition of differential features making it possible for readers to better understand the language and the logic of new (digital) media in contrast with old (analogue) ones. The exemplification is provided with a great respect for artistic context and clears up the underlying code of the computer-based communication. This extract desrcibes in detail five principles of new media: 1/ numerical representation, 2/ modularity, 3/ automation, 4/ variability, 5/ transcoding. It deals with some consequences of these principles e.g. possibility of formal description, algorithmic manipulation, and key programmability. The structure of new media is exposed in context of discrete elements and basal nonhierarchical organization enabling the automation of many operations involved in creation, modification, and access to different, potentially infinite versions of new media objects.