The article reconstructs Umberto Eco’s point of view on mass culture and on the situation and tasks of literature in the world of media in the example of his novel The Mysterious Flame of Queen Loana. The authoress uses for this purpose Pierre Bourdieu’s concept of the literary field. She shows, how semiological mechanisms used inside the novel lead to, on the one hand, strengthening of the autonomy of literature in the world of multimedia and, on the other hand, constructing new, metamedia and hypertextual genre of novel.