THE ROLE OF MEDIA CULTURE IN MODERN SOCIETY

Аннотация

Автор статьи раскрывает одну из актуальных тем современности. Как информация в значительной степени влияет на наш жизненный выбор, на уровень нашей социально-политической активности.Растёт роль медийной культуры как катализатора многих социальных процессов, несомненно, повлиявших не только на развитие страны, но и на формирование новой медиасреды. Что медиакультура меняет мир человеческих отношений,привносит специфическиечерты вего сознание. Ключевые слова.Медиа,медиакультура,общество,сознание,СМИ,интернет-ресурсы. Annotation:The author of the article reveals one of the current topics of our time. As information significantly influences our life choice, the level of our socio-political activity.The role of media culture as a catalyst for many social processes is growing, which undoubtedly influenced not only the development of the country, but also the formation of a new media environment. The fact that media culture changes the world of human relations brings specific features toitsconsciousness. Keywords.Media, media culture, society, consciousness, media, internet resources. Аннотация:Тармоқ муаллифи бугунги куннинг долзарб мавзуларидан бирини очиб беради. Ахборот ҳаётий танловимизга, ижтимоий-сиёсий фаоллигимиз даражасига сезиларли даражада таъсир кўрсатади.Медиа маданиятининг роли нафақат мамлакат тараққиётига, балки янги медиа муҳитнинг шаклланишига ҳам таъсир кўрсатган кўплаб ижтимоий жараёнларнинг катализатори сифатида ортиб бормоқда. Медиамаданият инсоний муносабатлар оламини ўзгартиради, унинг онгига ўзига хос хусусиятларни олиб киради. Калитсўзлар.Медиа,медиамаданият,жамият,онг,ОАВ,интернет ресурслари. Introduction. Uzbekistan is dynamically integrating into the global information space. Citizens of the country now have the opportunity to have unlimited access to the databases and information accumulated by the world community. The quality of the information we receive now significantly influences our life choice, the level of our socio-political activity. Today, reforms in the information environment are aimed at "correctly placing priorities in relations with the press," "removing the economic mechanisms of control over the media, the closure of information sources." In this regard, Uzbekistan is considering the adoption of a number of laws ensuring "transparency, openness of the activities of executive authorities,... taking into account political pluralism, diversity ofopinions"[1]. Media culture is the process of daily activity of the information society and represents the life experience of world and domestic culture and humanity. The democratic changes in Uzbekistan at the turn of the 20th - 21st centuries demonstrated the remarkable results of fundamental page557 INTERNATIONAL JOURNAL OF ARTIFICIAL INTELLIGENCE ISSN:2692-5206,ImpactFactor:12,23 AmericanAcademicpublishers,volume05,issue04,2025 Journal: https://www.academicpublishers.org/journals/index.php/ijai social transitions: from a totalitarian state to a democratic one, from a planned economy to a market economy, from a post-industrial society to an information society. At the same time, the increasing role of media culture as a catalyst for many social processes, which undoubtedly influenced not only the country's development but also the formation of a new media environment, is evident. The problem of perceiving media culture in the modern information society occupies one of the central places. This in itself justifies the existence of different viewpoints on its solution. To make highly artistic products of modern media culture a treasure, it is necessary that they become an integral part of the general culture of society and the individual. The modern media environment has formed a certain level of media culture, which traditionally includes press, television, cinematography, radio, sound recording, computers, and the Internet. The study of media culture throughout the 20th century, from our perspective, unfolded in several problematicfields. Literary review. The concept of "media culture" is actively being developed in sociology, cultural studies, philosophy, and media studios. According to W. Eco [Eco, 1984], media culture represents a complex system of symbols and signs that shape mass consciousness. N. Postman [Postman, 1985] viewed media as the primary creator of social meanings and values, arguing that television and other media phenomena change the perception of reality. R. Debray [Debray, 1991] introduces the concept of "media," arguing that media not only transmit information but also shape social structures. Modern research (Mannovich, 2017) emphasizes that digital technologies have strengthened the personalization of media consumption, leading to the growth of "information bubbles" and the polarization of society. At the same time, both positive and negative consequences are observed. According to research by G.McLuhan [McLuhan, 1964], media become a "extension" of human feelings, shaping a new reality of perception. H