TRANSFORMATION OF CULTURAL PRACTICES: THE INTERRELATIONSHIP OF MEDIA AND CULTURE IN MODERN SOCIETY

Skopa V. A.

At present, the processes of cultural transformation imply a change in communication traditions. They are reflected in the search for new forms of exchange not only in real but also in virtual reality. With the development of digital technologies, new formats and platforms for disseminating information and cultural products have emerged. In the context of globalization and cultural diversity, digital media play a key role in the formation and modification of cultural identities. They contribute to both the global dissemination of cultural products and support unique local cultural contexts. Digital transformation is a complex process that affects all aspects of the cultural and media industries, requiring them to be flexible, innovative and able to quickly adapt to changing market conditions and technologies.

Keywords:media, society, cultural practice, man, digitalization.