СОЦІАЛЬНІ МЕРЕЖІ ЯК ЧИННИК ФОРМУВАННЯ КУЛЬТУРНИХ ЦІННОСТЕЙ І НОРМ
SOCIAL NETWORKS AS A FACTOR OF THE FORMATION OF CULTURAL VALUES AND NORMS

Summary/Abstract: The purpose of the article is to reveal the essence of the mutual influence of social and cultural values and norms. The research methodology is based on the application of general scientific methods of system analysis, as well as the theory of social networks; to clarify the essence of the mutual influence of social and cultural values and norms, the method of logical reconstruction was used. The scientific novelty of the results obtained consists in a comprehensive analysis of the specifics of the manifestation of the mutual influence of social and cultural values and norms. Conclusions. The entire modern global socio-cultural space is built on the network principle, and society is dominated by various network structures, the spread of which is due to the development of digital technologies, the emergence of which, in turn, is due to the needs of society and people to overcome spaces and various restrictions in communication and obtaining information. At the same time, each network structure has its own cultural dimension. Social networks are characterised by accessibility, globality, the presence of feedback, which indicates their constructive potential in the modern socio-cultural space. It is emphasised that the influence of social networks on culture is obvious – social networks have changed not only how people interact with each other, build relationships, consume information and make decisions, but also determined the mutual influence of social networks and culture. It has been concluded that in modern society social networks are a mechanism for preserving and simultaneously transmitting cultural values and norms, as well as for consolidating, self-organising and cultural identification of social groups. Social networks are changing cultural values and norms, manifested in intercultural and international communication, the way people interact with each other; perceptions of oneself and one's relationships with others. At the same time, cultural values influence social networks, dictating to them the need to comply with certain social norms.

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