The purpose of this paper is to investigate is there a relation between age and the way that people are using digital media content. By developing information and communication technology in the field of media communications, media con-tent users are able to use more visual information of the same content, affecting the success of decoding the message and users can also manipulate part of the visual presentation by adapting the user interface to their visual needs. This puts the user in the position of the designer of the visual content. The information user today partially takes the role of the creator of the visual aspect of the information, so it comes to repositioning in relation the graphic designer - the recipient of the message. The paper examines whether the age of the user has an impact on the visual pattern used in the digital content utilization. The research approach is qualitative and exploratory in nature, as the aim is to develop a model of information consumption for elderlies in digital environment in which the information quality is challenged by the way of user’s visual approach and visual pattern. Through the empirical part of the research, user behavior was investigated in the use of media web content. Although, there are some differences between two users groups divided by age, we can not claim that these differences are connected with age. The research has shown that the primary reason for certain visual pattern is interest for specific theme. Based on conducted theoretical analysis and empirical research it can be concluded that visual communication in a new, converging media environment is experiencing redefinition and enables rapid transition from status information per se to status per nos, but the interest for content is still dominant regulator of specific users navigation trought the content.

The paper is analyzing basic operative terms of visual communication in contemporary digital media environment, which determinates analytical units of media communication and the new culture of communicating and message dissemination. Theory discussion is conducted by diachronic and synchrony analysis of elements of visual communication in digital environment and theory of public action. The main goal is to establish new communicative paradigm of media communication which includes the evaluation of digital skills, media literacy and the characteristics of the new hybrid dig-ital society. Authors observe modern media communication and visual digitalization, not only in technical sense of transmission and adjustment of analog signal into digital signal, but also, simultaneous development of digital culture and adaptation of media content, media production and distribution of content to the new web environment (Web 2.0, Web 3.0, Web 4.0 and theoretical possibilities of so called Web 5.0) de-riving the new contexts of social power.