Cultural practices: the problem of digital reproduction

The article considers a new type of mediarationality that includes, along with the logic of production and consumption of digital images the communicative environment of their effects, including emotional, intellectual, aesthetic. The milieu of digital images creates a fundamentally different forms of communicative experience. The media environment as a new form of global communication space forms a new cultural practice. The study of these newly emerging forms of social interaction it is vital, because it pinpoints how the specifics of the media environment defined by modern ubiquitous and high-speed technologies and expanding the range of anthropological phenomena, completes the picture of social and cultural anthropology. The problem is that traditional cultural practices that are bonded together bodily experience and single disciplinary space, an important characteristic is the common sentiment, the solidarity, the unity of the collective body, collect the performative elements of ritual bodily performances, steady speech forms identified by the community and conventional aesthetic design. But the global environment of digital images are fundamentally different sets of conditions of communicative experience: universal, anonymous, simplified, mass. The article draws attention to the need for modification of the concept of «cultural practices» in terms of new mediarationality.