FORMATION OF PERSONALITY IN CONDITIONS OF MODERN MEDIA CULTURE

Abstract

The topic of the formation of personality in conditions of modern media culture as complicated, convergent phenomenon, based of hightly-integrated numerical and media technologies is scrutinized in the article. Media culture is considered by the author in a status of the universal culture, in which specific qualitative processes defining its phenomenology are performed. Impetuous evolution and spreading of new media facilities, which got into the living space of each person, are transforming many sides of his life. The results of research presented in the article confirm that adaptation of personality in such conditions radically differs from its preceding forms. On the one hand technical ambivalence appears in enhancement of the intellectual activity of the individual, and on the other – is the starting point of the formation and development of its value and target positions in the authoritative informational and communication space. It is quite obvious that the data of empirical studies have important application character, contribute to a more capacious, almost sound modeling and prediction of development paths of Belarusian culture, identifying trends in its dynamics.