Структурна модель графічного дизайну як соціокультурного явища

The purpose of the article. Based on the analysis of professional graphic design as-sociations in European countries, to identify the components of the systemic functioning of graphic design in society and to form its structural model for the holistic development of its power and influence in Ukrainian society. Research methods. The system-structural analysis was applied, on the basis of which the internal relations and interaction of the system elements were revealed. Scientific novelty. The article is the first to analyze the systematic functioning of graphic design on the example of professional associations in Finland, Austria, Norway, the Netherland, and Italy, to identify the relationships of the structural components of design as a complex socio-cultural phenomenon, and to form a model based on the inter-actions between all components. Conclusions. The phenomenon of  graphic design is scaled by such processes as: 1) an extensive network of  formal and alternative design education institutions and events involving experienced designers, scientists, teachers, publishers, representatives of  public associations, legislative structures, professional associations, and the media, who develop conceptual vectors of educational processes at the international level; 2) international and national events to demonstrate the best achievements in graphic design over the past year or several years (festivals, competitions, conferences, forums), identify trends in design, establish new products 3) conducting mass communication about graphic design through specialized paper or electronic magazines, podcasts, social media channels and platforms 4) holding permanent and one-time thematic exhibitions in  design museums to analytically identify patterns of  graphic design development in time and space. All events aimed at scaling the graphic design phenomenon are aimed at involving and synergizing all those involved, they are open to the public and the results are shared.