Culture and communicative practices of the modernity: issues and controversies

The article deals with the features of the cultural development on the stage of integration and globalization in the context of cultural and communicational exchange. Mass media plays a leading role among factors which form a new structure of the world. Every culture is unique and we have to remember it while making a common informational space. Modern culture in its global form is a system of American values, American lifestyle and way of thinking. Mentality, values, traditions, customs are important for every ethno-national culture in contrast to the culture that is illusory and based only on scientific and technical progress, full of desire of being easily accessible for the mass audience. Communication is an integral part of the of globalization. It is impossible to make integration in a society, if its components and mechanisms are not investigated accurately. One of the most important factors in this case is a cultural factor. The approach to new cultural realities should be determined by new categories, a culture of every ethnic group should take its rightful place in the family of world cultures. The author makes a conclusion that if we form a common informational space we should't destroy heterogeneous cultural world. And mass media has to propagandize values of tolerance and respect.