NETWORK CULTURE AS A MODUS OF MASS CULTURE IN CONTEMPORARY SOCIETY

Abstract

It has been proven that the rapid development of modern information and communication technologies, particularly visual media technologies, has drastically altered the cultural landscape of contemporary society. These technologies have created new opportunities for the exchange of information and cultural values, while simultaneously generating a range of socio-psychological problems. Contemporary society functions in an environment where visual images have become the primary means of communication. The influence of the so-called “visual turn” in culture, which began in the second half of the 20th century, continues to grow today. As a result, new forms of visual communication have emerged, becoming dominant in the media space, which necessitates a reconsideration of traditional approaches to cultural analysis.
It is revealed that network technologies, such as social media, video platforms, and digital media, significantly affect people’s behavior, their perception of the world, and the formation of cultural values. Social platforms, particularly Instagram, YouTube, and TikTok, have become key tools for the creation and dissemination of visual content, which actively influences cultural practices and social processes. This leads to changes in how people interact with information, consume it, and form their perceptions of reality. Positive aspects of this process include access to a wide range of information and cultural products. However, alongside the positive outcomes, phenomena such as information overload and content fragmentation present new challenges for the comprehension and structuring of information.
It has been found that contemporary culture, based on visual images, requires new forms of critical analysis, as visual media significantly alters the perception of reality and social norms. Images that are widely disseminated through media platforms are capable of shaping social stereotypes that influence both individual and collective identities. This demands the development of new approaches to studying visual culture and its impact on society. For instance, research shows that the fragmentation of visual forms and their constant renewal complicate the formation of a unified and coherent understanding of culture and social processes.