Man In The Space Of Digital Culture

Abstract

This paper presents a study of the key social, cultural and media area for the 21st century -the Internet. The focused environment and the emerging cultural form in it -digital culture -convey their values, ethical and aesthetic attitudes to the user, and satisfy many human needs. In this regard, it is appropriate to talk about the mass educational significance of digital culture in relation to entire generations. Based on the strong emphasis on a commercial motive (advertising, monetization, etc.) and the lack of ethical and aesthetic control over the content promoted on the Internet, it is concluded that the priority in the value system of the digital culture of commercial interest is made against the background of spiritual and social aspects. The topic of "Internet memes" is touched upon as elements participating in the formation of clip and template thinking of the audience. Using the example of video bloggers as producers and distributors of a semantic product on the Internet, the educational mechanism of the mass consumer of different age levels is described. In this network activity, the promotion of conflict thinking, and behavior is noted, and the negative aspects of the cultural impact of the network environment indicate trade in meanings (with an indifferent attitude of the subjects of activity to the ideological content), Internet dependence of the audience and the degradation of its cognitive, volitional and moral qualities.