ABSTRACT
There are more specific socio-economic and cultural factors that Estonia exemplifies as a case study of a specific type of country: the small peripheral European Union (EU) member state. This chapter explains how the cultural semiotic take on transmediality has evolved in Estonia. The Tartu-Moscow semiotic school has been described as an 'invisible college' led by Juri Mikhailovich Lotman from Tartu, while most of the other members worked in Moscow. The innovativeness of the cultural semiotic approach to culture is already manifested at the level of defining and delineating the object of study. The notion of transmediality itself first entered the Tartu cultural semiotics with David Herman's paper on transmedial narratology. The threshold of transmediality within cultural semiotics is the concept of translation: more precisely intersemiotic translation. The transmedial memory of culture is thus dynamic memory, enabling the meaningful growth of a text in culture.
