The article proceeds from the conception of total translation describing different types of textual communication in culture (textual, metatextual, intextual, intertextual and extratextual translation). The change of the text’s ontology in contemporary culture due to the possible simultaneous existence of various forms of the same text in different media and discourses (translation, annotation, advertising, comics, etc.) allows us to regard culture as the process of intersemiotic translation. Intertextuality, interdiscursivity and intermediality as the environment of text generation and reception impels us to regard the signs of different texts as intersemiosic, being comprehended simultaneously within the frameworks of different sign systems.