CULTURAL PHENOMENON OF UKRAINE’S SOCIAL IDEAL OF THE XXth – THE BEGINNING OF THE XXIst CENTURY

The study is considered as a continuation of the search for cultural content-forming components of the phenomenon of the social ideal as a basis for the formation of a new concept of humanism, the understanding of a new system of cultural and spiritual values. The author gives reasons for the significance of further search for the origin of the phenomenon of the social ideal in the chronotope of Ukrainian culture of the 20th - beginning of the 21st century. Emphasis is placed on the innovation of studying the phenomenon of the social ideal of the cultural network society of Ukraine in terms of its fundamental cultural dimensions. The research methodology is based on the systematic approach, which made it possible to apply the comparative, analytical and typological methods, as well as the approach of a historical and cultural commentary. Key words: social ideal, the public good, values, bifurcation, archetype, archetype rebranding, cultural network society.