Everyday life as a marker of socio-cultural space: signs of the visible and the invisible

The paper presents a reflection of the theory of everyday life with an emphasis on the problems of not only the space of everyday life, but also the methods of studying it, as a «case» the analysis of the components of the daily life of a modern city dweller is proposed, revealing the peculiarity of the modern sociocultural space through the perception of social problems represented in the fields of social advertising: ecology, social responsibility, healthy lifestyles and deviations in various spheres of social space (from corruption to domestic violence). The presented results of the authors’ research represent explicit and «invisible» components of the daily life of the inhabitants of a modern city. The factors that determine the formation of the space of everyday life of the city dwellers are highlighted. Markers, signs of everyday life, to which the city dwellers today demonstrate heightened sensitivity and latent reflections that remain outside the field of perception, are noted.