This article discusses the phenomenon of power in the process of media evolution. It argues that Juri Lotman’s ‘semiotics of culture’ is not only useful for interpreting this complex process and the role societal power might have in this, but it might have a potential to innovate the mainstream of western media and cultural studies. The article demonstrates the way to apply Lotman’s framework to interpret the evolutionary dynamics of media and proposes how the textual dynamics of cultural change can be interpreted to contribute to the social dynamic – to the dynamics of social organisation and power relations among social agents. Lotman’s framework is put also into dialogue with the western path-breakers in de-ontologising societal power: Michel Foucault and Niklas Luhmann. The article puts a focus on Lotman’s core concepts such as auto-communication and dialogic communication, and demonstrates how these can be seen to facilitate the heterogeneity (divergence) of systems as well as their striving for homogeneity (convergence).