socio-cultural communication

The article deals with the problem of transformation of modern communication processes caused by the formation of a new digital society and its influence on all aspects of social and cultural life. Communication becomes diverse, rhizomatically branched, offering an interweaving of channels and means of communication, a multivariate effectiveness and a change in the actual communicants, communication actors. It is noted that long-term social ties cease to be dominant. A qualitatively new environment, called the media space, lays down a new format of communication.

Introduction. The article deals with the problem associated with the active invasion of new technologies, gadgets, and what has now been generically called artificial intelligence into our lives. The strengthening of the virtual, the emergence of media space, online culture, the online world, technological comfort, the digital world are beginning to qualitatively change a person, influence his attribute qualities that seemed integral and iconic. Theoretical analysis.