THE PROBLEM OF UNDERSTANDING AND INTERPRETING THE SIGN AND SIGN SYSTEMS IN MODERN CULTURE

In the context of rapid evolution of cultural practices and technologies, modern culture appears as a complex system of interaction of signs and symbols that require deep analysis and comprehension in the context of modern socio-cultural changes. This article is devoted to the problems of understanding and interpreting the sign and sign systems, considering both communication tools and powerful agents of social dynamics, philosophical research and cultural identification. The study is based on an interdisciplinary approach that combines elements of semiotics, cultural studies and sociology, allowing to identify multi-level mechanisms that determine the functioning of sign systems in the context of globalization and digitalization. Various theoretical models are analyzed, from classical constructions to modern concepts that focus on changing the semantic field of a sign depending on contextual factors, as well as the interaction of local and global meanings.