Protobranding as an element of the new digital culture

The article analyzes the advertising communication as a sociocultural phenomenon evolving in the Internet based on the ideology of web 2.0. Differentiation of functions of traditional and new advertisements was the natural result of cultural genesis, give impetus to new forms of communicative culture. Analyzes the impact of online communication force protection, new digital forms both in production and in consumption of cultural objects n and its impact on the new target audience. The authors argue that advertising communication has traditionally been an integral part, a kind of “mirror” of the Russian culture. The logical is to examine this phenomenon in historical and cultural context in order to identify the historical background of occurrence of this type of communication in Russia and its genesis in contemporary media. The ongoing transformation of the media environment in the longer allow us to speak of human activities on the Internet as a new form of cultural reality.