Web-sites of the region: correlation of the ethno- cultural and the global

The way electronic mass communication means have changed the character of the cultural environment and mechanisms for images formation are traced in the article. Web-design, having become the instrument of emotional influence, imitates the habitual for the person environment in the virtual space. Web-technologies in the communication stream are geared to the mass user deprived of national specificity. In the conditions of web-manipulation the problem of the opposition to the «illusiveness: arises. One of the ways for its solution is the appeal to the forms the national culture.