MASS CULTURE AND THE GLOBAL MEDIA SPACE

The article examines the role of mass culture in shaping the global media community, which is a complex network of users and media platforms united by information exchange processes. The key criteria of mass culture influence are analyzed: content standardization, which contributes to the creation of a universal media product; the dissemination of cultural symbols that influence the formation of public sentiment; the impact on national identities, expressed both in strengthening and weakening them; as well as commercialization, which transforms the media environment into a global market of cultural products. Particular attention is paid to the analysis of the evolution of the Yandex.News platform, which reflects changes in mass culture in the context of digital globalization in 2016, 2020 and 2024. The work is based on research by Russian and foreign scientists and offers a new look at the relationship between mass culture and media platforms in the digital era.