Practices of modern mass culture of urban youth: virtual and real presentation (on the example of the festival movement in Perm)

Cosmopolitan diffusion of the Internet has led to virtualization of life. It has exerted direct impact on transformation the practice of virtual and real behavior. The article is devoted to the definition of ways to present the markers of youth culture in virtual and real space through the assimilated practices of modern mass culture. Based on the study of the youth micro group's participation activity in the festival movement in Perm, the author identified the motives and ways to present the markers of youth culture, the transition of real practices to the virtual space of social networks. It has been noticed that practices of the virtual presentation are not only addition to real cultural events, but also reproduce new cultural meanings, filling with additional contents a real context. Often events in the space of virtual media acquire greater interest in comparison with the of-line event. This entails a change in communicative practices.