DETERMINATION OF COMMUNICATIVE AGENDA IN THE INFORMATION CULTURAL SPACE

Under the conditions of intensive information exchange, the communicative agenda is an opportunity to highlight the most pressing problems and find solutions. Since the vectors of information movement in the cultural space are numerous and diverse, a phenomenon of communicative mediation and representation arises determining the relevance of specific ideas and meanings being transmitted. The purpose of the article is to identify the grounds for the involvement of participants in the communication process and their influence on the information agenda, as well as to determine the functions of the participating parties. The scientific novelty of the article lies in determining the factors influencing the formation of public opinion leaders, cognitive and affective characteristics of the dominant agenda, types and levels of translationprocesses that ensure focus both on a specific topic and on complex issues requiring solutions through communication. The results obtained allow concluding that social clusters are built in the modern world based on a structured set of information relationships and principles for developing a communication agenda, with information guidelines receiving priority over traditional material goals of social development.