||The article considers some results of the “original-copy” value dichotomy analysis in the context of a new
multicultural environment ‒ the network space and the expanding human presence in it. Society adopting the new
environment due to its growing information needs in the fields of economics, politics, education, culture, etc. The
development of the anthropomorphic Internet space is based on the formation of the certain cultural institutions in it
reflecting the media intentions of a person, on the one hand, and the value system of society, on the other hand. In
the context of this functioning of the “digital environment”, the question of the balance between the historically established
traditional forms of the institute of culture and its “digital” reflections is posed: what emerged on the Internet
‒ a duplicate/copy of the institute of the culture, its autonomous refraction or new media essence? The analysis
is carried out on the example of the activity of the Internet libraries, which have become the cultural phenomenon
in the “digital environment”, with their own history, specificities of the interaction with the social system as a whole.
Nevertheless, the question of the conformity between the genuine and the “digital imaginary” is not removed, since
the essence of the content of the new phenomenon is extremely controversial and requires further research in the fields of philosophy, cultural studies, and journalism. Moreover, it should be emphasized that the study of the cultural institutions in the media environment is considered as the urgent problem of the development of the theory of journalism and mass communications.
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