EVOLUTION OF SOCIAL COMMUNICATION: DEVELOPMENT OF A NEW CULTURAL REALITY

Abstract

Purpose of the article: In the article, the development of social communication as the formation of a new cultural reality is analyzed. The methodology of the research is based on the application of general scientific and special methods of comprehension, in particular, analysis, synthesis, logical method, systemic method. The indicated methodological approach allows to reveal and analyze the informatization processes of modern cultural space, direct the society to new possibilities of circulation of information, cause a new way of life of a person and put forward new requirements to it. The scientific novelty of the work is to systematize typological features of the information society (techno-technical, socio-economic, political, intellectual, etc.) and to comprehend the new cultural reality, designated by situational in the implementation of institutional programs. Conclusions. The new cultural reality is characterized by the fact that society begins to acquire such features as the situational in the implementation of institutional programs and the cultural diversity of institutional norms in their orientation towards a symbolic representation of reality. Modern culture, on the one hand, promotes the development of a person by removing existing institutional constraints; on the other hand, it changes the thesaurus, by eroding the awareness of sociocultural reality as a historically established system of social institutions supported by national traditions, rules and a system of values and norms.