HYPERTEXT AS A CHALLENGE TO SOCIAL SPACE IN THE CONTEXT OF MEDIA REALITY

The article considers the collisions of the transformation of social space in the conditions of media reality, which determines the configuration of the existence of modern society. It turns out that hypertext is a new principle of organization of human social existence. It is emphasized that this situation leads to the emergence of new forms of interaction of the constituent elements of the system "man - society - culture". It turns out that hypertext will get new opportunities: it establishes new forms of interaction, changes the rhythm of life, value systems, and so on. The latter is no longer exclusively a component of the Internet space, it becomes life itself. As a result of this situation there is a transformation of both social space and cultural practices of the person; the gap between natural, social and technological is widening.