Social culture in media intertext

The article analyzes the nature, status and verbalized form of concept "social culture" in media. The author pays attention to the functional dominants of media intertext, their proportionality to the time and space of culture, a place of different phenomena - "culture in media" and "media culture" in the mass media sphere. The analysis is made in the projection on media culture as a specific form of mass communication reflection, in which extra- and intralingual motivations of the text / texts are correlated. The category of time of culture as a marker, that identifies a specific period in the history of society, is also investigated by the author. Different semantic transformations of the concept of "social culture" are represented in the illustrations of the leading Ukrainian media. The author makes the conclusion concerned the trends and prospects of development of Ukrainian literary language in media intertext, including the vectors of expansion and transformation of semantics of the term "social culture".