Conceptualisation of the Typology of Cultural Projects in the Context of Western Cultural Studies of Interdiscursivity

The purpose of the research is to show the complexity of the typology of contemporary cultural projects in relation to the interdiscursive and hybrid nature of the postmodern media space. Research methodology. Phenomenological, hermeneutic, historical, structuralist, psychoanalytic, poststructuralist, Lacanian and post-Lacanian theoretical approaches are used. Scientific novelty. Three key culturological models for the typology of socio-cultural projects are highlighted. Conclusions. The following cultural models are distinguished in the socio-cultural typology. The first one is structuralist and psychoanalytic and is based on worldview spiritual criteria (globalist, multicultural, alterglobalist, glocalisation projects). The second one is marketing and is based on the financial, economic and media criteria for the introduction of commodity-money relations in the information culture (rational marketing projects and intuitive marketing projects). The third model is phenomenological-hermeneutic and is based on the artistic criteria of classifying projects into creational and creative, as well as combined, with both modern and postmodernist features.