Abstract: The subject of this research is the content and direction of the modern cultural processes that lead to the qualitative changes of local cultures, as well as the global cultural space as a whole. The goal of this work consists in determination of trends and prospects of the modern cultural dynamics. The authors examine the essence and content of the processes of globalization and unification of cultural space, virtualization and simulation of sociocultural reality, formation of quasi-society on the basis of Internet communication, features and peculiarities of functionality of the new “galactic of the social-network communication”. Methodology of the study includes the general development trends of the modern culture; its near and future prospect are analyzes from the perspective of the philosophy of life, symbolic interactionism and system-structural approach. A number of conclusions was made during the course of this work: with regards to modernity, can be acknowledged the homogenization of cultural landscape, emergence of the generalized cultural field as a result of globalization – a planetary trend of cultural dynamics. A positive impact of these processes can be observed from the perspective of the philosophy of life of Georg Simmel, according to which the flow of life sweeps away the created by it, but having become confined cultural forms, and leans towards the new, previously unknown. The signs of formation of that new detects another important and noticeable direction in transformation of the modern culture – virtualization and concurrent simulation of the entire sociocultural reality that grasp the economy, politics, social sphere, cultural and leisure, and mass communication. Virtual reality gradually obtains the status of primacy in relation to reality; and the manipulations with the symbols of things substitute the actions with the things themselves. The third trend in cultural dynamics that has powerfully asserted itself is the formation and rapid development of the “galactic of the social-network communication” that generates the quasi-society.

Abstract: The subject of this research is the phenomenon of subjectivity in modern mass communication, transformation of its essence, structural-functional certainty, and sociocultural effects of these transformations. During the discussion, the following issues are being addressed: the ethical-verbal aspects of communicative behavior of the representative of authority in modern media environment; the concept of the author's position in journalism and factors that impede its implementation; the question of the "author’s death" in modern journalism. The participants also analyzed the phenomena of "mass intelligence", "communicative reason", "communicative plurality" and "wisdom of crowd"; the inadequacy of the requirements of objectivity and inevitable subjectivity in the journalistic works; attributiveness of the ethnic-psychic peculiarities of an actor of communication. The authors made the following conclusions. Firstly, at the present stage, there are evident trends of violating the standards of communicative behavior in media environment (principle of cooperation and principle of comity); at the same time, it may be noted the adoption of the new norm as a model/example for emulation by the target audience and its transfer (through the media) onto the all communication areas. Secondly, the blurring of categories of authorship is currently associated with a number of factors: tightening of the legal framework of the journalistic profession; trend of commercialization of the media sphere; unjustified approval of "information", pseudo-objective model of journalism, which excludes the author's position. Thirdly, the loss of subjectivity today manifests in the elimination of creative component from the journalism, as well as formation of the final product due to technical and commercial feasibility. Fourthly, it is probably needs  the be said that subjectivity within the modern mass communication is fundamentally changing, thus the notions of "communicative reason" and "communicative plurality" are introduced for the better understanding. Fifthly, giving characteristic to the subjectivity in mass communication necessitates considering the specificity of the ethnic mentality of an actor.

Abstract: The inter-university interdisciplinary round table of the scholars “The Dynamics of Language in Realities of Modernity” united the representative of various higher education facilities of Altai Krai: language experts, literary historians, journalists, and philosophers to explicate and detect the processes taking place in language under the influence of the modern sociocultural situation. During the course of the discussion, the following most significant issues according to the opinion of the participants were determined: the “pressure points” of the dynamics of language in the modern sociocultural reality; postmodernist trends in the language picture of the world; mentality as the inherent property of language; foreign language borrowings and language mixes, and their cultural meaning; dynamics of the conceptual structure of the world in the consciousness of native-speakers; reduction in the informative semantic sphere of texts within the modern mass communication; positive trends in discourse of the modern mass communication, and others. Analyzing the dynamics of language in the current sociocultural realities, the authors determined the factors that explain its changeability and sustainability, positive and negative trends in the development of language as a whole alongside the language of mass communication, changes in the language picture of the world, cultural effects of the foreign language borrowings and unsubstantiated attempts to reform the language, possibilities for overcoming the “clipping” of the modern media text and its understanding, and positive trends in modernization of the media discourse.

Abstract: The subject of this article is the book “A First Look at Communication Theory” by Em Griffin, which is claimed as a scientific overviews and systematization of the communication theories, and aimed at «helping to see the order in the field of communication theory which may seem chaotic». The conducted expertise, however, demonstrated that in the course of rendition the goal of scientific systematization of the theories, according with the suggested by the author foundations, moves to the background, and the main attention becomes focused on the practical recommendations pertaining to the formation of communicative competencies of the students. Familiarization with the text showed that the author supports the pragmatic approach in rendering the material, which signifies not the description of a theory or comprehensive overview, but rather applicability of one or another theory for the formation of communicative competencies among students. The book gains great importance as the theoretically substantiated methodological guidebook on teaching the ways of structuring the efficient communication and attainment of the corresponding skills.

Abstract: The subject of this research is the optimal model of systematization of the theory of mass communication. The authors analyze the existing models of systematization of theories of mass media, particularly presented in the following works from the position of their grounds and didactic optimality: “Mass Communication in Modern World: Methodology of Analysis and Practical Studies” by M. Nazarov, “Communication Theory by G. Pocheptsov, A First Look at Communication Theory” by E. Griffin, “Mass Communication and the Problem of Reality Construction: Overview of the General Theoretical Approaches” by E. Dyakova and A. Trakhtenberg, and “Mass Communication: Western Theories and Concepts” by G. Bakulev. The authors suggest their own model of systematization  of the theories of mass communication, which is based on the most essential characteristics of mass communication as the social system (theory of social essence of mass communication, theory of structure, functions and dysfunctions of mass communications, theory and concept of the effects of mass communication, theory of the normative status of mass communication processes, “new media” as a factors of transformation of the communication system, as well as their characteristics), and grouping of the theories by the principle of examination and understanding of these characteristics from the perspective of most reputable and renowned authors in communication science.