Bychkov P.G.,2 Nikonova S.B. 1
2
1 Russian Presidential Academy of National Economy and Public Administration
2 Saint-Petersburg University of Humanities and Social Sciences
The paper deals with the «social network» and «net generation» in the context of newest cultural transmission. The article identifies main characteristics of «social network» and its influence on modern social and cultural reality. Also the paper deals with the «masscollaboration» which is showing what happens when the people freely cooperate for production of goods and services, advance of innovations and the cultural values, and also growth stimulation in various branches. The article analyzes the role of information technology in the development of human civilization, which has always attracted the attention of researcher. Most attention is paid to the influence of information technology on the social sphere of life is accelerating the pace of innovation in this area. In particular, discusses the current state of the Internet, which to date has great potential because it allows to broadcast information on almost any language culture - graphics, audio and video facilities.