SOCIAL COMMUNICATIONS: THE PATH FROM GLOBALIZATION THROUGH AVANT-GARDE TO FUTURISM

When it comes to the beauty of social communication content, you immediately imagine a beautiful report with excellent descriptions, juicy images, and creative author's finds. However, modern social communications are so rapidly trying to convey content to their audience that they prioritize the need for real (or around reality) content wrapped in a shell of genre requirements (or a set of such requirements), rather than bright images and feelings. And yet, each submission to one degree or another affects the audience not only in the current dimension of perception of the fact, but also taking into account the need to embed this present in a specific perspective of the development of events proposed by the content carrier himself. . The purpose of the article is to single out the phenomena of globalization, futurism and avant-garde in social communications as those that form futurism through impoverished avant-garde in the conditions of minimizing globalism. As a result of processing the material, we came to the following conclusions. 1. All researchers of social communication processes can be divided into two groups. The first group is supporters of the humanization of social communications, for whom the main thing in social communications is content – that is, the content of any message, and the division into mass and individual communication is directly related not to the number of participants in the process, but to the fact that this communication is intended for mass consumption. The second group is supporters of the mechanization of social communications, for whom content is a secondary, if at all essential, factor in scientific analysis. Not the content, but the number of participants in the communication process, the strict digitization of the accounting of these participants (up to 6 people - individual communication, up to 40 people - group, more than 40 people - mass) - this is what for these researchers is the measure, the basis for further scientific analysis of the social communication problem. Under such conditions, the impact of globalization seems insignificant. 2. The modern construction of social communication practice shows that social communication is neither a participant nor a hostage, but only a tool of globalization. It is very difficult to analyze the dangers of globalization in terms of social communication in relation to a country that has experienced all the horrors of russia and is getting rid of all manifestations of any «globalization» dependence. Not to mention the purely workshop factors of our freedom – starting from the Ukrainization of social communication practice and ending with the availability of tools for the implementation of freedom of speech and liberalization. 3. The problem of globalization is not so urgent now that it can have certain consequences. The real problems lie in our internal affairs, in our domestic realities, and it is these realities, not globalization, that have led to the fact that sharpness, creativity, creativity, sarcasm, irony, allusion... are many of the things that make journalism avant-garde, is dying before our eyes. A responsible attitude to the content of social communication practice, and not the desire to translate its functionality into a stream of mechanized, algorithmic functioning, will lead to the reincarnation of communication avant-garde, which will leave the idea of globalization in the past.