DIGITAL TECHNOLOGIES AND THEIR IMPACT ON THE TRANSFORMATION OF POPULAR CULTURE

Abstract

The author considers the impact of digital technologies on popular culture, which is the most widespread form. The research methodology is based on the British approach called Cultural Studies. The relevant methodology treats culture not as a social branch but an important cultural space producing meanings, values, and narratives. The analysis of the impact of digital technologies on popular culture is carried out on the part of Web 2.0 as the second generation of the Internet. The phenomenon of blogs, which have become interactive models of joint work on texts, is an analysis resource. The phenomenon of selfies as a creation of a media image and the social network Facebook as an accessible virtual space for co-creation are also analyzed. The author highlights that digitalization helps cultural institutions by promoting the transmission of cultural content and co-creation and feedback of the digital community.