MEDIA CULTURE AS A PHENOMENON OF SOCIAL REALITY TRANSFORMATION
This article provides a philosophical and sociological analysis of the role of media culture in the transformation of modern social
reality. The relevance of the research is explained by the fact that media has evolved from a traditional means of transmitting
information into a holistic "environment" encompassing human life and a fundamental factor constructing social space. Using a
systematic approach and comparative analysis methods, the article substantiates the transition of media culture from a technical
occurrence to a socio-cultural phenomenon. The object of the study is the communicative transformations in the information society
and their impact on social institutions. According to the author's conclusion, media culture today is fundamentally changing the
human worldview and value system, forming a new cultural paradigm. The results of the article serve to understand the laws of
social existence within the digital space.
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