Socio-cultural dimensions of advertising and information activities

The purpose of the article. The study is related to the analysis of advertising and information activities as an integral segment of contemporary culture. The research methodology is based on the methods of analysis, synthesis, comparison and generalisation. With the help of theoretical methods, the conceptual foundations of the issue were comprehended, and the descriptive method was used to characterise the empirical material. The scientific novelty of the article is that the main trends and challenges of advertising and information activities as a phenomenon of modern culture in the context of the information society are identified; social platforms such as Instagram, TikTok, Facebook and YouTube are presented as important tools for presenting and disseminating the cultural identity of the Ukrainian people in the digital age. Conclusions. It is proved that the phenomenon of advertising and information activity in the context of modern culture is an extremely multifaceted and ambiguous phenomenon. The rapid development of digital technologies has made advertising and information key determinants of cultural processes. Today, the advertising and information sphere has become an important and defining phenomenon of the modern culture of the information society, demonstrating its close relationship and mutual influence with cultural processes, transforming under their influence and at the same time actively shaping new cultural codes, values and trends.