POLYPARADIGMAL COMPREHENSION OF INTERNET ADVERTISING AS A SOCIAL PHENOMENON

This article observes the evolution of paradigmatic approaches to understanding the phenomenon of Internet advertising in the framework of the classical, non-classical and post-non-classical scientific tradition. From the standpoint of the structural and functional approach, Internet advertising is a social institution that per- forms instrumental and integrating functions in a virtual space. Within the framework of symbolic interaction- ism, Internet advertising appears as a sign symbolic system of diffusion in the virtual space of ideas about norms, trends and stereotypes of consumer behavior. In the context of integrative paradigms, advertising on the Internet is a link between the "life world" of the consumer and the "system" of the advertiser