Virtual Space of the Internet Communicating Networks as an Element of the Social Reality Construction

У статті проаналізовано стан розвитку комунікаційних сервісів Інтернету як соціального конструкту/ конструктору в контексті діяльнісно-активістської парадигми. Зроблено висновок про потенціал соціальних мереж як осередку соціалізації, який у перспективі розвинеться в глобальний сервіс із усе більшим впливом на споживачів. Ambiguity of the perspectives of modern society development, due to its dynamic processes and failure of the traditional concepts to interpret them, leads to the appearance of the new paradigms in social studies in 1960s of the 20th century. In particular, postmodern social theory appeals to the analysis of the media space phenomenon. Its research foundations are laid in the works of Zh. Bodrijar, Zh. Delez, Yu. Kristeva and achieve clearly defined forms in M. Maklyuen’s theorization. The objectives of our research are to establish the content of these theories, as well as the conditions of their appearance, current interpretation of the virtual communication networks and structural-functional analysis of their content and functions being the key element of modern media space. The major part of the work is devoted to the analysis of the current state of development and the evaluation of the Internet communication services potential as a social construct/constructor in the context of the action-activist paradigm, which is the key element of the virtual space creating it and being dependent on it simultaneously. In accordance with this, we conclude about the significance of social networks as a specific branch of socialization having substantial manipulative potential and in perspective developing into a coordinated set of several multinational global media services that will combine audio-, video- and photoinformation of the interactive nature having an increasing impact on the consumers