MEMETICS AND FRAMING IN CONSTRUCTING THE VALUE-SENSE CONCEPTS OF THE MODERN SOCIO-CULTURAL SPACE

Abstract

Purpose of Research. The purpose of the research is to analyse the ways of constructing value-sense concepts of the modern socio- cultural space by the means of memetics and framing. Methodology. The methodology of the research includes the analytical, axiological,

culturological methods to study the framing and memetics as the fundamental methods of forming the socio-cultural reality and its value- semantic definitions. Scientific Novelty. The scientific novelties of the research are for the first time to find out the points of interaction of the

memetics and the framing of the socio-cultural everyday space by the means of the communication and to prove their influence on the formation of the mass consciousness and value-semantic definitions of the representatives of society. Conclusions. The processes, which are occurring in various spheres of public life, are reflected in the texts of the means of the mass culture. Everyone perceives any information through the prism of his own system of values. Materials that broadcast the "other" value system may be partially or even completely incomprehensible, unacceptable. It leads the formation of the neutral or negative ratings. Social phenomena and processes become the valuable ones, by their including into the system of subject-object value relationships. We can see the difference of the axiological meanings in the communication of the representatives of different ("alien") cultures, which differ in the specifics of the value orientations in the axiological sphere of the society. The development of the ability of critical thinking and rational attitude to the proposed values by the media space are important in the context of the intensification of the information flows. They are formed by means of framing and memetics. In addition, they are aimed at reducing the level of the thoughtless perception and imitation the information. The virtual or cyber environment focuses on the important events, aspects, and attitudes and gives them some estimations and involves them to a discourse, facilitating them by the analytical summaries of «experts» and «opinion leaders».