МАС-МЕДІА ЯК ВІДДЗЕРКАЛЕННЯ СОЦІОКУЛЬТУРНИХ ТРАНСФОРМАЦІЙ СУСПІЛЬСТВА
Mass media as a reflection of socio-cultural transformations of society

Summary/Abstract: Objective. Aim of this article is to distinguish the meaning of sociocultural norms of society, which are incorporated in the specifics of any kind of co-operation; to emphasize the need for openness of information systems for the formation of sociocultural norms of society; to determine today's socio-cultural norms of MMC, aimed not only at the novelty of information, but also for the approval of cultural and artistic stereotypes and positions of the viewer. Methodology. The article uses the concept of artistic and communicative as a specifically human sense-practical valueable attitude to the world, which is an essential moment of social and historical practice and arises in the development of artistic and aesthetic activity for the creation of new cultural systems. Also, a peculiar feature of the art of the late twentieth – early twenty-first century. It is the reorientation of artistic activity to everyday life, which leads to theemergence of a "popular culture" that engenders new cultural phenomena that adapt art to the democratic forms of modern consciousness, opens the possibility of a dynamic look at new dimensions of human self-realization. Scientific novelty. It is proved that sociocultural value is the basis for preserving identity in technological innovations of the mass media space, which is especially important in considering the global media space fundamentals. Transformations of Ukrainian society determined the allocation of the paradigm of humanism, contributing to personal applications for an integral personality of the individual. Conclusions. The article affirms the view that only national identity has the ability to withstand the onset of mass culture, when the humanistic values of socioculture in the media space are put in opposition to global problems in order to search for a "new humanism". The reality of media culture influences the formation of attitudes and behaviour, the transformation of symbols of socioculture. The influence of the MMC conglomerate on mass consciousness is emphasized with the formation of the concept of "polymedia", which, in turn, influences the formation of socioculture, combining various structural elements of this impact.

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