The article examines how the literary criticism of the 21st century tries to determine the place of poetry in culture, taking into account the influence of new media. The paper focuses on several articles by literary critics and theorists Alexander Skidan and Sergey Ogurtsov. The author analyzes how they consider a poetic crisis in the current situation, and also what ways out they are discussing. Alexander Skidan defines poetry as a practice which is excluded from techno-social pragmatics of mass media capitalism. Sergey Ogurtsov discusses a possible way for poetry to go beyond the boundaries of a medium. At the end of the article possible developments of these reflections are proposed.