Scientific Journal of KubSAU

The article studies the works of the theorists of postindustrial and information concepts of the society’s development. The author thoroughly examines the role of these paradigms in shaping perceptions of the modern socio-cultural space. He notes the high prognostic value of the studies for understanding the phenomenon of the Network society. The author draws attention to the fact that they cannot fully describe the current state of social space and do not have the required methodological diversity. It is noted that new ways of thinking and organizing objects of the virtual environment are required. According to the author, it is important to designate the information as one of the priority components of the transformation process in society. Technology and the Internet mediated communication creates a new type of social relations, switching attention to the creation of social communications as a play environment of interactions. Compression of the space-time continuum described in terms of information and global social space redirection, helps to comprehend the locality, mosaic and fragmentation of the occurring type of sociality. This phenomenon appears due to the involvement of individuals in the total communication system that turns out to be the cultural manipulation, affecting the needs and behavior in all spheres of life, as the information acquires the ability to program. Internet creates the illusion of fullness of socially demanded actions and expectations. The article shows that the interest in the phenomenon of image reality is increasingly growing among the social thinkers, who see it as the future state of the social space. The author draws attention to the fact that the development of the online world is defined by the main task of the modern human sciences, the solution of which is carried out by the ordering and value ranging the virtualization phenomena, by the optimization of methods of control over the interaction of real and virtual realities