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The article discusses the main ways in which social institutions make a decisive influence on increasing globalization. Social institutes are only result of the implementation of organizational methods and specify the anthropological potency – human, like any other biological creature strives to expand its population. But unlike other species, human is the fastest and most versatile in creation of the means to achieve his goal – globalization is only part of the expansion of human in the universe. Today, in the global political, military, economic interdependence citizens of different countries feel increasingly dependent on global social institutions. Most of these social institutions are not just created for certain global projects, namely, their very activities create a global social space, which is now seen as a given, which seems to exist always. Global social institutions created a new global social space possible largely due to the development of institutions of mass communication. Commodization should be regarded as a substitute for true values simulation. The name comes from the Roman Emperor Commodus (second century BC) who provided populist measures and repressions instead public policy, resulted in lost legitimacy as a personal and undermined the credibility of the institution of imperial power. World empire is first established grounds for a radical loss of touch with reality. With the advent of globalization and the development of tools for virtualization of reality greatly increased the opportunities for substitution of concepts, and risk of commodization has reached planetary dimensions. However, the end of such stories is always the same – the illusion of reality is always broken, and the tyrant loses the mask of "God" and becomes the object of ridicule and contempt. Enhancing of the institutional "construction" affects not only at the macro level, but awakes appropriate adjustment of the institutes at the mid-level and micro level. If the average level we find the vast majority of traditional social institutions that are rather modified, not replaced in the process of globalization (as an institution of the state or education), at the micro level, where traditionally find the institution of the family, we can expect significant innovations. In many cases the impact of globalization on institutional building capacity at the micro level is more ambivalent. The economy is under the impact of globalization and thebankruptcy of traditional producers under the influence of competition, which has grown rapidly, so we can see the emergence of new mobile economic structures that combine economic stakeholders around a small, local economic projects. Where there is no time to adapt to large and unwieldy corporation, a temporary cluster, which occurs based on the constellations of economic interests of different spheres of public life, more accurately and quickly satisfy consumer needs. Moreover, the formation of clusters is often using the resources of the largest companies or other bulky social institutions. Creation of clusters becomes increasingly networked nature of social ties. One of the major social and political processes of human development on a global scale is the democratization of public life. Multiculturalism is that idea, which marked a kind of a quiet cultural revolution that started in the developed countries and distributes worldwide standards of cultural loyalty and tolerance to people and communities other than our values. Globalization is increasingly the result of the consistent execution by humanity own itself created social programs, each of which is fairly selfsufficient, has its own reasons, its own rhythm and time of execution,their own goals and means to achieve them. The key to rational understanding of globalization is in its institutional studies.Key words: globalization, social institutions, virtualization,commodization, multiculturalism, social programs, institutional studies. ; У статті розглядаються основні напрями, за якими соціальні інститути здійснюють вирішальний вплив на посилення глобалізації. Соціальні інститути лише втілюють у організаційний спосіб і конкретизують антропологічні потенції – людина, як і будь-яка інша біологічна істота, прагне максимально розширити свою популяцію. Інша справа, що на відміну від інших біологічних видів, людина найшвидше і найрізноманітніше створює засоби для досягнення своєї мети – глобалізація є лише частиною процесу експансії людини у всесвіті. У переважній більшості ці соціальні інститути не просто створювались під певні глобальні проекти, а саме їхня діяльність і створювала той глобальний соціальний простір, який сьогодні сприймають як певну даність, яка начебто існувала завжди. Активізація інституційного «будівництва» торкається не лише макрорівня, а й відповідної перебудови інститутів середнього рівня та мікрорівня. Мультикультуралізм є тією ідеєю, яка позначила своєрідну тиху культурну революцію. Глобалізація все більшою мірою є результатом послідовного виконання людством ним же створеної сукупності соціальних програм, кожна з яких виглядає доволі самодостатньою, має свої власні підстави, власний час виникнення і ритміку виконання, власні цілі і засоби їхнього досягнення. Ключ до раціонального осмислення глобалізації знаходиться у інституційному її дослідженні.Ключові слова: глобалізація, соціальні інститути, віртуалізація, комодизація, мультикультуралізм, соціальні програми. В статье рассматриваются основные направления, по которым социальные институты оказывают решающее влияние на усиление глобализации. Социальные институты только воплощают организационным образом и конкретизируют антропологические потенции – человек, как и любое другое биологическое существо, стремится максимально расширить свою популяцию. Другое дело, что в отличие от других биологических видов, человек намного более быстро и разнообразно создает средства для достижения своей цели – глобализация является лишь частью процесса экспансии человека во вселенной. В подавляющем большинстве эти социальные институты не просто создавались под определенные глобальные проекты, а именно их деятельность и создавала то глобальное социальное пространство, которое сегодня воспринимают как некую данность, которая якобы существовала всегда. Активизация институционального «строительства» касается не только макроуровня, но и соответствующей перестройки институтов среднего уровня и микроуровня. Мультикультурализм является той идеей, которая обозначила своеобразную тихую культурную революцию. Глобализация все в большей степени является результатом последовательного выполнения челове- чеством им же созданной совокупности социальных программ, каждая из которых выглядит довольно самодостаточной, имеет свои собственные основания, собственное время возникновения и ритмику выполнения, собственные цели и средства их достижения. Ключ к рациональному осмыслению глобализации находится в институциональном ее исследовании.Ключевые слова: глобализация, социальные институты,виртуализация, коммодизация, мультикультурализм, социальныепрограммы. The article discusses the main ways in which social institutions make a decisive influence on increasing globalization. Social institutes are only result of the implementation of organizational methods and specify the anthropological potency – human, like any other biological creature strives to expand its population. But unlike other species, human is the fastest and most versatile in creation of the means to achieve his goal – globalization is only part of the expansion of human in the universe. Today, in the global political, military, economic interdependence citizens of different countries feel increasingly dependent on global social institutions. Most of these social institutions are not just created for certain global projects, namely, their very activities create a global social space, which is now seen as a given, which seems to exist always. Global social institutions created a new global social space possible largely due to the development of institutions of mass communication. Commodization should be regarded as a substitute for true values simulation. The name comes from the Roman Emperor Commodus (second century BC) who provided populist measures and repressions instead public policy, resulted in lost legitimacy as a personal and undermined the credibility of the institution of imperial power. World empire is first established grounds for a radical loss of touch with reality. With the advent of globalization and the development of tools for virtualization of reality greatly increased the opportunities for substitution of concepts, and risk of commodization has reached planetary dimensions. However, the end of such stories is always the same – the illusion of reality is always broken, and the tyrant loses the mask of "God" and becomes the object of ridicule and contempt. Enhancing of the institutional "construction" affects not only at the macro level, but awakes appropriate adjustment of the institutes at the mid-level and micro level. If the average level we find the vast majority of traditional social institutions that are rather modified, not replaced in the process of globalization (as an institution of the state or education), at the micro level, where traditionally find the institution of the family, we can expect significant innovations. In many cases the impact of globalization on institutional building capacity at the micro level is more ambivalent. The economy is under the impact of globalization and thebankruptcy of traditional producers under the influence of competition, which has grown rapidly, so we can see the emergence of new mobile economic structures that combine economic stakeholders around a small, local economic projects. Where there is no time to adapt to large and unwieldy corporation, a temporary cluster, which occurs based on the constellations of economic interests of different spheres of public life, more accurately and quickly satisfy consumer needs. Moreover, the formation of clusters is often using the resources of the largest companies or other bulky social institutions. Creation of clusters becomes increasingly networked nature of social ties.One of the major social and political processes of human development on a global scale is the democratization of public life. Multiculturalism is that idea, which marked a kind of a quiet cultural revolution that started in the developed countries and distributes worldwide standards of cultural loyalty and tolerance to people and communities other than our values. Globalization is increasingly the result of the consistent execution by humanity own itself created social programs, each of which is fairly selfsufficient, has its own reasons, its own rhythm and time of execution,their own goals and means to achieve them. The key to rational understanding of globalization is in its institutional studies.Key words: globalization, social institutions, virtualization,commodization, multiculturalism, social programs, institutional studies.