Podariashcha O. Peculiarities of the socio-cultural content of social communications.

The object is social communications. The purpose is to determine the theoretical characteristic features of notions "content" and "social culture" in social communications. The methods are comparative historical, content-analysis, classification and typology. The research studies the key characteristic features of social cultural content of social communications. Keeping the point that the informational society has mutual interests of culture and social communication, while the social cultural content of social communication depends on the audience's needs and expectations, the research stresses that social cultural content can mostly be represented in mass media and advertisement. The research distinguishes the communicative factors of social culture development which results in competence approach to the understanding of the mass media content. Also the research represents the functional character of "technology expertise" concept, which is based on the necessity to implement the complex approach towards covering mass media real features. These researches can define the role of advertisement in meeting the audience's social cultural demands. The social cultural determination of advertisement content is under study. The sphere is mass media, academic process.