INTERNET SPACE AS AN ENVIRONMENT FOR THE FORMATION OF MEDIA CULTURE OF AN INDIVIDUAL

Abstract

The study focuses on the influence of the Internet space on the formation of the media culture of the individual, emphasizing its important role in the educational process. The integration of media culture requires the use of innovative approaches that combine media art, digital literacy, interdisciplinary cooperation and ethical principles that contribute to the development of critical thinking and creative activity. The purpose of the article is to analyze the educational potential of the Internet space, assess the role of media art in the formation of media culture and identify the main problems of implementing media educational practices in the digital educational environment. The research methodology is based on a systematic approach to studying the Internet space as a media-cultural environment, as well as on the use of interdisciplinary methods and comparative analysis of educational practices for integrating media culture into the educational process. The results revealed that the Internet space contributes to the development of media culture through interactivity, personalization, and multimedia. Media art, in turn, stimulates creativity, ethical communication and social responsibility. However, there are problems, including fragmentation of methodologies, lack of standardized media literacy assessment systems, and insufficient training of teachers to integrate media education. The study systematizes approaches to integrating media culture into the educational process and identifies important factors that influence its effectiveness, providing a new understanding of the impact of digital transformation on education and media engagement practices. The conclusions emphasize that the Internet space is an important factor in the formation of media culture due to its ability to interactivity, personalization, multimedia, and globalization. Media art is an important tool for the development of creative thinking, ethical norms, and social responsibility. The use of innovative technologies, such as artificial intelligence, virtual and augmented reality, significantly expands the possibilities of media education, creating new perspectives for learning and creative self-expression.