Abstract:
Abstract In this article, the authors examine the impact of digital culture on the formation and development of the contemporary cultural environment in the virtual sphere. The authors discuss key aspects of digital culture, such as access to cultural resources, development of new forms of art and entertainment, global cultural exchange and dialogue,
challenges for authorship and copyright, and expansion of cultural pluralism. The study presents a technology for implementing digital culture in the virtual space, which includes several stages. The first stage involves the interaction ofdigital and visual culture. The products of their mutual influence include digital technologies and visual creativity, social
media and visual culture, digital advertising and marketing, digital games and virtual worlds, and the impact of digital
transformation on visual practices. The next stage will be the mutual integration of modern media and postmodern culture. The products of their mutual influence include fragmentation and diversity of content, deconstruction and metanarratives, play with genres and forms, multimedia experience, and active audience participation. The last stage provides for the integration of cultural heritage and event practices. This can result in the organization of cultural events
and festivals, the creation of thematic events and expositions, the use of technology to draw attention to cultural
heritage, and the formation of communities and networks around cultural heritage. The authors identify the main competencies acquired by users in the virtual environment. Such competencies include digital literacy, information literacy, media literacy, communication skills, creativity, and innovation, as well as critical and problematic thinking. Overall, the article presents the modern paradigm of digital culture and its role in shaping the contemporary cultural landscape in the virtual space.
