It can be argued that one of the most important contributions of anthropology to humanity is to offer ways to help understand the "other". Different approaches and paradigms towards this attempt at understanding suggest different epistemological and methodological paths. It is seen that some problems and debates such as universality-particularity, theoretical-empirical, were somehow discussed within philosophy and science before anthropology was called a science. Such discussions provide guidance on how social/cultural scientists construct the notion of culture. In parallel with the ways in which the notion of digital and media culture is constructed in the visual media society that is the outcome of the Digital Age, the relationship between this new society and its culture and the text has been examined. Within the framework of the data obtained by utilizing the interpretive anthropology approach of Clifford Geertz, who applied Wilhelm Dilthey's hermeneutic theory in ethnography for the first time, the concept of "text", shaped by the relationship of digitalization, new media and new types of reality, has changed from the now-known concept and understanding of "text" to "hyper-text". It can be said that it has evolved into the concept of "electronic text". Therefore, when discussing the concept of "text" in the 21st century, "hyper-text" produced in the electronic environment, where visuality comes to the fore and visual language becomes dominant under the influence of the new media of the digital age, should be considered. This new "text" exhibits a structure that falls within the scope of the culture-reality relationship that Dilthey and Geertz draw attention to.