The aim of this paper is to identify specific features of the communicative process in a social network as part of the new cultural space. The paper presents the main characteristics of a social network as an environment where communication takes place: autonomy, variability, virtuality, interactivity. The features of perception of information at different stages of society's development are analyzed: at the stage of the folklore way of information transfer, during the era of writing and publishing, during the era of digital technologies where the process of communication is implemented in the virtual and sign environment. In the course of comparative research, semantic parallels between the nature of transfer and perception of information during the pre-print and digital epochs are drawn. As a result, a hypothesis is put forward that unchanging archaic structures of human consciousness are a the root of the communication process in the social network.
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