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The purpose of the Article. The urgency of the work is due to the fact that atypical digital phenomena are increasingly integrated into people's lives digital phenomena (in particular, from the Internet), which require compliance with certain standards of behavior. First of all, they are determined by the rules of the information environment and media culture. Given the fact that most of the news, information, data we receive from Internet sources, the issue of research of media culture from various aspects, is undoubtedly relevant. The aim of this paper research functions, tasks, and complex analysis of components of media culture, specifics of their functioning. The methodology involves the use of general and special techniques, in particular, analysis, synthesis, abstraction, specification, descriptive method, partial forecasting. The result of this work is to reveal the development of scientific thought about the place and role of media culture is considered. Approaches to the definition of this concept in the scientific literature are analyzed. The main issues to be solved by a media culture in the future are revealed. The ratio of general, communicative, information and media culture is demonstrated and substantiated. It is established that its architecture includes multifunctional channels, and systematicity and integrity are considered as their basic properties. Particular attention is paid to the functional purpose of media culture and the characteristics of the respective positions. Cautions have been formulated regarding the probable consequences of the digitalization of a certain part of cultural heritage. The topicality is due to the introduction of the author's proposals for the disclosure of the basic concept and components of media culture, as well as outlines a number of global issues that are designed to solve media culture. Scientific Novelty. The practical significance of the study is justified by the possibility of applying its results in lectures and seminars on journalism, philosophy, sociology, cybersecurity, and other educational areas. Conclusions. Based on the results of our work, let us summarize that contemporary media culture represents a new form of intellectual response. Each next stage of cultural development will be less bookish, tactile than the previous one. This is justified, on the one hand, by the rapid digitalization of all cultural institutions, and, on the other hand, by the desire of the very recipients to simplify data processing in such an array of information. It is established that a unified approach to the interpretation of "media culture" has the maximum to reflect the main characteristics of culture as a generalized concept. Thus, under the media culture is proposed to understand the part of the general culture, the main type of culture of the information society, on the one hand - reflects its general level of development, and on the other - forms the overall effect and intellectual influence, usually from the new media (television, online press, social networks, radio, film) on public opinion, preferences, and values. Prospects for further research we see in analyzing ways of introducing media literacy into the modern educational system.
Keywords: digitalization, media culture, bricolage media sphere, latest media, convergent media, infographics.

Along with the economic and defence sectors, the cultural and political sphere is an indicator of the state's authority on the world stage. A country's success in this area depends on the population's understanding of the government's appropriate actions. Therefore, a balanced strategy of cultural and political legitimization of the state not only justifies the government's activities for citizens, but also solves a number of socio-economic problems. The study identified the main existing approaches to the classification of state policy models in the cultural and political sphere, as well as countries that are typical representatives of each model. The concept of legitimization is defined and its constituent elements are determined. The subjects and objects of legitimization in the cultural and political sphere were clarified, and the author's definition of the concept of cultural and political legitimization strategy was proposed. The main characteristics of cultural and political legitimization strategies are described with a view to the historical aspects of development and the current state. The strategies of these countries and the main directions of further development of culture and politics were compared.

Статья посвящена рассмотрению понятия, сущности и функциям массовой коммуникации в современном обществе. анализируются различные научные направления (неомарксистский или политэкономический; оптимистический или социокультурный; бихевиористский) к характеристике данного феномена. Автором представлена характеристика роли и места средств массовой информации и в особенности интернета, который определяет уровень коммуникативности общества, влияя на организацию жизни и формирование мировоззрения. Доказано, что понятие массовой коммуникации пронизывает все стороны жизни общества, социальных групп, отдельных индивидов и приводит к многочисленным трансформациям социума. ; The article is devoted to the concept, essence and functions of mass communication in the modern society. Various scientific directions (neo-Marxist or political economical, optimistic or sociocultural, behavioral) are analyzed to characterize this phenomenon. The author presents a description of the role and place of the media and especially the Internet, which determines the level of communicative society, influencing the organization of life and the formation of the worldview. It is proved that the concept of mass communication permeates all aspects of the life of society, social groups, separabe individuals and leads to numerous transformations of the society.

У статті зроблено спробу розкрити та проаналізувати еволюцію поглядів українських та зарубіжних науковців стосовно поширення феномену споживацтва, узагальнюються різні підходи до вивчення цієї проблеми від часів середньовіччя до сьогодення. Виявлено особливості гносеологічного і онтологічного розуміння суспільства споживання, а також розкрито суспільні мотиви сучасного споживання. Обґрунтовується позиція, що теорія суспільства споживання має ряд як переваг так і недоліків. Доведено, що суспільство споживання є об'єктом дослідження у царині багатьох наук – економічних, політичних, соціологічних, управлінських, що потребує комплексного та міждисциплінарного його осмислення. ; The article is about the attempt to discover and analyze the evolution of views of Ukrainian and foreign philosophers and scientists about disseminate of the consumerism phenomenon. Also it generalizes the various approaches to the research of this prolem from the Middle Ages to the present time. It gives the reader some information on the peculiarities of epistemological and ontological understanding of consumer society and also the author of the article reveals the social motives of modern consumption. It substantiates the position to the theory of consumer society has a number of advantages and disadvantages. It is proved that the consumer society is the object of research in the realm of many science - economic, political, social, administrative, and it requires its complex and interdisciplinary comprehension.

The design ideas of the postmodern era reflect the general trends of socio-cultural reality, namely the loss of traditional moral guidelines, disharmony and destructiveness combined with absurdity, a sense of crisis, abyss and uncertainty conveyed in signs and in spatial coordinates. Design products become installations in which the viewer is a direct participant, sometimes even the creator. Postmodern design denies finitude, noting the plurality, uncertainty and fluidity of the world. The paradox of postmodern design culture is expressed in a combination of diametrically opposite things, sometimes even mutually exclusive. The era of postmodern design culture has recorded the fusion of "high" and "low" art, the emergence of new trends - neo-conceptual art, art installation, lowbrow art, performance art, digital art, telematic art - has affected. It should be noted the immersion in virtual reality in particular, as a result of the perception of the concept of postmodernism. After all, the purpose of designer items and their perception has already been changed in accordance with the needs of a person in the postmodern world. A striking example is the coronavirus epidemic, which has become the central theme of successful design projects. After all, a protective mask as a medical device becomes the object of design solutions that transform it into a means of self-expression (fabric masks, masks with pictures), or the manifestation of social characteristics (inscriptions about social distancing, calls for certain actions), or the result of digital achievements. (the ability to measure temperature and monitor body indicators).