Феномен медіальної культури в сучасном світі
The phenomenon of media culture in the modern world

Summary/Abstract: The purpose of the Article. The urgency of the work is due to the fact that atypical digital phenomena are increasingly integrated into people's lives digital phenomena (in particular, from the Internet), which require compliance with certain standards of behavior. First of all, they are determined by the rules of the information environment and media culture. Given the fact that most of the news, information, data we receive from Internet sources, the issue of research of media culture from various aspects, is undoubtedly relevant. The aim of this paper research functions, tasks, and complex analysis of components of media culture, specifics of their functioning. The methodology involves the use of general and special techniques, in particular, analysis, synthesis, abstraction, specification, descriptive method, partial forecasting. The result of this work is to reveal the development of scientific thought about the place and role of media culture is considered. Approaches to the definition of this concept in the scientific literature are analyzed. The main issues to be solved by a media culture in the future are revealed. The ratio of general, communicative, information and media culture is demonstrated and substantiated. It is established that its architecture includes multifunctional channels, and systematicity and integrity are considered as their basic properties. Particular attention is paid to the functional purpose of media culture and the characteristics of the respective positions. Cautions have been formulated regarding the probable consequences of the digitalization of a certain part of cultural heritage. The topicality is due to the introduction of the author's proposals for the disclosure of the basic concept and components of media culture, as well as outlines a number of global issues that are designed to solve media culture. Scientific Novelty. The practical significance of the study is justified by the possibility of applying its results in lectures and seminars on journalism, philosophy, sociology, cybersecurity, and other educational areas. Conclusions. Based on the results of our work, let us summarize that contemporary media culture represents a new form of intellectual response. Each next stage of cultural development will be less bookish, tactile than the previous one. This is justified, on the one hand, by the rapid digitalization of all cultural institutions, and, on the other hand, by the desire of the very recipients to simplify data processing in such an array of information. It is established that a unified approach to the interpretation of ―media culture‖ has the maximum to reflect the main characteristics of culture as a generalized concept. Thus, under the media culture is proposed to understand the part of the general culture, the main type of culture of the information society, on the one hand - reflects its general level of development, and on the other - forms the overall effect and intellectual influence, usually from the new media (television, online press, social networks, radio, film) on public opinion, preferences, and values. Prospects for further research we see in analyzing ways of introducing media literacy into the modern educational system.

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