A NEW ASPECT OF CULTURAL DIFFUSION

The article analyzes the problem of the ratio of everyday and specialized culture. We consider the division of culture into two levels: specialized and ordinary, the variants of cultural diffusion, and indicate the directions of distribution of cultural flows, while noting the beginning of the counter process of penetration of ordinary ideas into specialized ones. It is assumed that specialized knowledge, in constant contact with the knowledge of representatives of ordinary culture, loses its integrity and begins to include elements of its representations, which stands out as a new aspect. The term "cultural paradox" is proposed to be used for naming the specific socio-cultural situation. Conclusions are drawn about the need to pay attention to the subject in question in order to influence the current socio-cultural situation in society.