DAILY WORLD IN THE CONTEXT OF MODERN MEDIA
Against this background, the transformation of values formed a new interaction of traditional values and innovation in everyday life and in the media reality. This synthesis smooths contradictions that fits the individual to new social and cultural environment, at the same time, new forms emerged antinomies promote reserves value system. The author considers modern man as a ‟person of mediasizename” thinking through the iconic symbols of the mass media, undergo transformation of system of values of everyday life in terms of media reality. The author raises the question of the need for a harmonious relationship between the individual and the media space by conversion from their own cognitive resources, the development of critical thinking, the culture of consumption. It is possible under these conditions and hope for the support of the media, the family and the environment will be consistent to deliver value, substantial for the society and ensure its unity. The problem of determining the media is that the media is not so much an object of knowledge, how the condition of existence of this reality, acting not only as a mediator, but rather as the only possible medium of human existence. Massmediatizacion, as a global problem, has a progressive influence on the political, social, cultural, ideological, daily production person. It is a unique form of mixed human existence, where the centre acts as the field of communication, based on value orientations (M. Scheler, V. S. Solovev, V. Savchuk, I. Ilin, A. Nevelev). On impact, the management of value systems, behavior patterns of the target audience and analysis of media texts studied by such researchers as P. Lazarsfeld, E. Noelle-Neumann, B. Berelson, K. Hovland, P. Berger, T. Luckmann, G. Lasswell, K. Shannon, Ch. Osgood, W. Schramm and others. In modern media stream text actualizes the basis of different models of the world everyday person, personal knowledge of the audience and accumulates their previous experience. In digital media there is a clear connection between their audiovisual text structures, and social activities of recipients, which confirms the dynamics of the expansion of the boundaries of the world of everyday life of man through the media.