In the dissertation, the phenomenon of post-folklore, which was formed in the Internet communication environment and entirely refers to virtual models of digital culture, was investigated. The technological capabilities of the Internet constructed new models and formats of communication, which have become an integral part of the everyday practices of human experience by introducing the original understanding of socialization, values, self-presentation in Internet network, aesthetic and creative expression.
Mass communication based on the latest technology platforms play an essential role in the transformation of values that violate the established hierarchy of values, the search for new values, reassessment of existing meanings, ideals and values. Internet environment as polymodal information and socio-cultural space are subjected axiosphere impact on the functioning of society, actively generating new definitions, values and value orientations and guidelines for society and the individual.
The works of the post-folklore type, which appear in the process of communication in the Internet environment, are both means of obvious suggestion, as well as evaluative self-expression and modeling of the world in the process of the group and individual value reflections. Also, they are manifestations of popular values and philosophical systems prevalent in the public mind the principles and priorities embodied in the symbolic and emblematic objects of culture, image, text internet. Such aspects of cultural research of the media axiophere of society make it possible to correct the axiological vectors of the development of the information society and culture in the interaction of information and communication technologies and new socio-cultural practices.
Post folklore texts, often appealing to ethnic culture archetypes, its ideological and axiological models and codes of the value-semantic universe, explode their axiological encoded content which is a reflection of deep spiritual values of ethnic culture, attitude, and mentality.
Designated actualize aspects of scientific research towards the study of information and communication principles of social development in the period of glocalization, regarding values of civilization transformational change, understanding the artifacts digital environment in the cultural space of the present.
Key words: post-folklore, Internet communication, digital environment, axiosphere, ethnocultural values, the value-semantic universe of culture, value transformation of culture, socio-cultural practice.
