Digitalization, communication and consumer culture

Introduction . The main idea of the article is transformation communication processes and consumer culture in process digitalization. Purpose setting A special place occupied by problems innovations, cultural dynamics prosumerism, as well strategies used manufacturers. key aspect this discourse full digitalization society its infiltration different spheres human life. Methodology methods study substantiates position that not only technological factor affects system views, but philosophy consumption undergoing along with changing patterns society. Results Modern communications community values have played an equally significant role formation a new market for goods services. Conclusions influence on society, revealing completely type forms attitude things values, which affect representation services market.