“THE WORLD BRANDING”: SOCIOCULTURAL ANALYS IS OF ATTITUDE TO THE WORLD

The theme of the present research is the phenomenon of “Big Bang theory” in cultural and social area. The analysis of the transformation of scientific theory into the metaphor of the sociocultural reality allows studing the mechanism of symbolic production in the modern society. Studying of the mechanism of symbolic production promotes revealing the features of redistribution of symbolic capital, preferences the owner of which is “the world-brand” compared with “worldview”, “outlooks” and other forms of symbolic values.