SOCIOCULTURAL METHODOLOGY AS A THEORETICAL BASIS ANALYSIS OF THE TRANSFORMATION OF MODERN SOCIETY

This article attempts to explicate the socio-cultural aspect as a general methodological tool that will allow making an integral analysis of modern society. The possibility of using the methodological potential of the sociocultural approach to analyze the process of change in modern society, which is increasingly called informational and communicative, is considered. This concept of the information society functions and creates social ideals and values ​​that are widely discussed in the social and human sciences within the framework of a social and cultural approach. Analysis of the information society is a multidisciplinary field of research, and sociocultural analysis is designed to answer important questions: in what direction and for what purpose is the social situation developing and what is the axiological component of this process? The synthesizing nature of the sociocultural analysis of the information society shows the direction of predicting its subsequent advance, the search for new normative concepts that suggest the possibility of localizing this process in a socially desirable channel, while ignoring both excessive optimism and extreme pessimism.