Skripka A. Show-technologies as a form of social communication.

Subject: social communications in modern society; Aim: develop conceptual bases of a sociological study of show-technologies as a form of social communication and determine the specifics of their construction and use (Ukrainian society taken as an example); The research methods: general scientific methods: as analysis and synthesis, the method of logical generalization, the method of typologization; expert poll and dense data description,; Theoretical and practical results of the research is sociological interpretation of the concept of "show" as a modern cultural form; the author of the research offers the duality in understanding of show- it being a cultural product and a supportive instrumental component of steering processes (show as a technology); further results contain interpretation of the concept of "show technologies", development of a universal scheme of practical realization of show technologies, singling out the most widespread and commonly used show technologies in the modern Ukrainian society and typologization of show technologies; Novelty of the research lies in conceptualization of a sociological approach to defining show technologies as a form of social communication, which allowed the author to conclude that show technologies are socio-communicative and being a form of social communication, rendering to the sensual aspect of perception, are directed at reproduction of an information flow between various parties in communication; Degree of application main ideas and conclusions of research can be used for preparation and carrying out of sociological, marketing and cultural studies of modern social communications and the issue of show and in development of study courses on the sociology of culture as well as the sociology of communications, management and marketing and social management.