Fractals and their application

А fractal is a natural phenomenon or a mathematical set that exhibits a repeating pattern that displays at every scale. The term "fractal" was first used by mathematician B.Mandelbrot in 1975 to describe geometric patterns of nature objects. Today we can find a lot of examples of using this theory not only in geometry. One of them is M.McLuhan's theory of media: technologies are some kind of extensions in the outer world. These extensions not only improve and increase human abilities, but also content some kind of inner logic of existence and functioning of this technological improvement. We can represent this kind of transferring of concepts and principles of functioning as conceptual fractals. The self-similarity of conceptual fractals reveal itself in concepts, ideas, mental constructs. We can find this kind of fractals everywhere in human culture. Studying the such use of fractal theory in humanities help us to understand a lot of processes that happen in today’s society and prognose it’s further progress.