Zrazhevska N. Phenomenon of mediaculture in social communication sphere

On the basis of theoretical analysis substantiated is the significance of sociocommunicative approach for the study of mediaculture phenomenon in the sphere of social communication as a culture of information society, postmodern in its essence, involving all spheres of social life. It is proved that social communications take place in a certain cultural field, they may be called cultural communications, as social is inseparable from cultural and does not exist without it in human society. Sociocommunicational structure of mediaculture is analyzed for the first time: extension of mediaculture from functional spectrum (everyday routine, utilitarian functions) to definition of its general sociocultural meaning.