CONCEPT OF SIMULACRA OF VIRTUAL-ONLINE CULTURE OF INFORMATIONAL SOCIETY : CONCEPTUAL SURVEY OF POSTEMODERNISTS

The urgency of the research is that the simulacra of the virtual-online culture of the information society and the conditions for its formation are analyzed. The term "simulacrum" by J. Baudrillard is related to the virtual-online culture of the information society, because a person uses substitutes, copies of things, and not their originals. Setting objectives. This problem is caused by the fact that today the personality is formed in an artificially created virtual world that distorts the personality and forms its torn and inappropriate image. This type of society as a virtual-online one needs its interpretation and analysis of a new conceptual-categorical apparatus. Analysis of recent research and publications. These are works by J. Baudrillard "Simulacra and simulations" (1981), as well as R. Simmel, R. Bart, R. Deborah, G. Bataille, G. Lacan, M. McLuhan, M. Foucault, G. Deleuzae, J. Derrida.The questions of the philosophy of postmodernism and the theory of simulacra of J. Baudrillard are considered in the works of such researchers: A. Gritsanov, N. Katsuk, A. Dyakov, N. Zinchenko, N. Mankovskaya, O. Pechenkina, O. Scalatska, V. Ferroni and others. The question of the simulacrum is considered by J. Baudrillard in a number of works: "Symbolic Exchange and Death", "Seduction", "Simulacra and Simulation", "Transparency of Evil" and others.The selection of unexplored parts of the general problem is the conceptualization of the concept of "simulacrum" and its discovery in the virtual-online information society. The basis of the research is the conceptualization of the basic patterns of simulacra and the virtual-online culture of the information society, which is a scientific novelty. Setting the objective the usage of approaches, in particular, structural-synergistic and practical synergetic methodology that makes it possible to analyze the simulacra of postmodern as complex constuctions. Presenting main material. The analysis of formation and development of online-virtual culture of personality which uses simulacra; the definition of "simulacrum" is presented; an analysis was made of the fact that the game constituent has become a dominant component of the modern virtual world, and the game itself became a marker of the postmodern society with the performing "I"-game in the middle; the definition of "online virtual culture" is given in the context of which "I" is implemented; the network society is shown as a new type of culture (subculture) of virtual reality. Conclusions the simulacra of the virtual-online culture of the information society in the conceptual survey of postmodernists has been formed.

re-socialization, a person loses humanity, humanism, one's true nature, culture, society as well asoneself and moves to a different worldvirtual one.This anthropological crisis, deeply penetrated into the present, contributes to thisas well as the loss of confidence in the future, which is difficult to predict; lack of a law-governed state, since there is no protection of the ordinary person; the victory of the "one-dimension person", whobecomes the subject and the object of virtual reality; the growing dependence of man from machine (Internet), the decline of morality, culture, spirituality; creation of artificial needs; the escalation of violence and terrorism in permanently changing information space [9].

The analysis of recent researches and publications initiating the solution of the problem as presented by the authors
Recent research on the simulacra of virtual-online culture suggests that in the era of total turnover, the humanistic potential of modern culture, science, and education is devalued.In the article the author tries to criticize the reception of conceptual ideas of simulacra (the term of the philosophy of postmodernism) of virtual-online culture as complex social and cultural phenomena aimed at construction of certain events.The term "simulacrum" is the prototype of Plato's term "copy of copies".In particular, considerable attention is paid to the analysis of papers that consider the phenomenon of simulacra, constructed in the act of a semioisis and have no other form of being, except perceptively symboolic [2].These are the works by J. Baudrillard "Simulacra and simulations" (1981), as well as R. Simmel, R. Bart, R. Deborah, G. Bataille, G. Lacan, M. McLuhan, M. Foucault, G. Deleuzae, J. Derrida.The questions of the philosophy of postmodernism and the theory of simulacra of J. Baudrillard are considered in the works of such researchers: A. Gritsanov, N. Katsuk, A. Dyakov, N. Zinchenko, N. Mankovskaya, O. Pechenkina, O. Scalatska, V. Ferroni and others.The question of the simulacrum is considered by J. Baudrillard in a number of works: "Symbolic Exchange and Death", "Seduction", "Simulacra and Simulation", "Transparency of Evil" and others.In the work "Symbolic Exchange and Death," he describes three orders of simulacra, and in the book "Simulacra and Simulation" he shows the connection of simulacra with the imaginary and characterizes their influence on reality."Simulacra and Simulation"includes almost two dozen short essays.The first is the "Simulacra Process", where the author deploys the basic theoretical constructions.Next goes a series of illustrative essays where various phenomena of the today postmodern era are analyzed: science fiction, holograms, clones, advertising, the Holocaust, the media, where he states hopelessness of the modern world.The term "simulacrum" was introduced into the circulation of postmodernism by Bataille, interpreted by Klosovsky, Kojeve, Baudrillard, Deleuzae, and Jameson.For the latter one simulacrum is "an exact copy, the original of which never existed".
All this suggests that simulacra are used to denote extranotionalmeans and to capture transgressive experiences.Simulacraserve as a special communication experience based on reconstruction of verbal partners in the course of communication using cononative meanings of the statement [4].

Previously unresolved parts of the general problem. Setting objectives
The network-online personality culture generated by virtual space is characterized by uncertainty, decentralization, the need to generate game-likeconstructionof communications and create game context, as the communication is shifted to the game space, generating a virtual person and a virtual online culture.And although virtual world in some cases protects an unprotected virtual person from the absurdity of being, unpredictability, instability, insecurity, chaos of the world, yet virtual reality is precisely what generates this world and cultivates destructive tendencies in human existence [5].
The purpose of the research is to conceptualize the simulacra of the virtualonline culture in the context of identifying the conceptual dominants of postmodernists and to compare the concept of "simulacrum" with the virtual-online personality culture, with which there is much in common.
This goal is achieved through a number of tasks: -to analyze the formation and development of online-virtual culture of the personality who uses simulacrama; -to define the "simulacrum"; -to analyze the fact that the game constituent has become a dominant component of the modern virtual world, and the game itself became a marker of the postmodern society with the performing "I"game in the middle; -to define the "online-virtual culture" being the context where "I" is materialized; -to discover network society as a new type of organizational structure, being also culture-subculture of virtual reality.
The object of research is the concept of simulacra as a complex social and cultural phenomenon.
The subject of research is the virtualonline culture in the context of discovering conceptual dimensions of post-modernists and the deployment of simulacra.
The methodology is a structural synergistic and practical synergetic methodology that makes it possible to analyze the postmodern simulations as complex constructions of being.

Discussion of the problem
The formation and development of a network-online culture of personality in the space of virtual reality should be defined as the victory of the destructive nature of man, described by S. Freud, E. Fromm.The society is responsible for destruction, it moves a person into the world of virtual reality associated with the emergence of a new phenomenon of virtual civilization in the twenty-first century [16; 17].
Under the simulacra Baudrillard understands the images that absorb the personality and supplant it in the world of non-existent, invented reality.Simulacra reproduce and broadcast meanings that are inadequate to events, facts that are not subject to unambiguous interpretation.The simulacra, according to the author, arise only at a certain stage of cultural development.In his book "Symbolic Exchange and Death" J. Baudrillard offers a historical scheme of "three orders" of simulacra, changing each other in the New European civilization.Each sign here represents a reflection of some substantive reality: the simulacra of the Renaissance, the industrial revolution, and the modern virtual society .
The virtual society has relied on the mass-tought individual, whose imagelacks creative element, and as a result, a person acts as a mindless consumer of mass products of the Internet and transforms the established traditional hierarchy of values, destruction of which takes place in all spheres of human life.The game constituent has become a dominant component of the modern virtual world, and the game itself became a marker of the postmodern society with the performing "I"-game in the middle.Today, the role of the game is relevant both in the modern process of identification of the individual, in the development of social communications, in the transformation of virtual reality, and in the establishment of the polyontological world, and in each sphere of human life in the form of the implementation of various technologies.
Previous taboos of traditional society have been rejected, leading to emerging of space for game interaction, which transformed life itself into a game in the "carnival way of life" of virtuality.In a virtual world, personality is governed by disharmony, asymmetry, assonance, absurd, andational, incomplete, torn "I".It is the implementation of social communications for the mentality of a person of the postmodern (virtual) world that is defined as rhizomatic one (G.Deleuzae, F. Guattari), ironiness, fluidity, uncertainty.According to Baudrillard, such a person does not deal with things, but with "simulacra, masks, copies, copies of copies".
We do not analyze the simulacra of the first and second order (the periods of the Renaissance and the industrial revolution)defined byJ.Baudrillard, and we proceed to the simulacra of the third order, which are related to the theme of our research.Third order simulacraare no longer a fake of the original, as in the simulacra of the first order, but not pure seriality, as in second-order simulacra.Here all forms are displayed only when correlating with the model.Simulation is more fundamental than in serial reproduction, here the interchangeability of characters is more fundamental.Space is no longer linear or measurable, it infinitely reproduces the same signals.As J. Baudrillard writes, models interfere with everyday life, our way of communicating with the world comes close to reading, to selective decoding, to mass media game and questionnairesof a question-answer pattern.He believes that the simulation processes cover the whole world of culture and human relationships.
The game as a phenomenon of social relations of virtuality gives it the character of fragmentarity, superficiality, inconsistency, remoteness from others, provides the context where it is easier for a person to protect his inner world with his own rules of the game, which makes the process of identifying a person with this world fluid, unstable, unconscious, and it easily yields to transformations and metamorphoses in the informational being [9; 10; 11; 12].The very existence of a man in the virtual world, manifested through selffulfillment, self-presentation, selfidentification, has a game form, and it is impossible to imagine a person outside this gaming element into which it is drawn.Under the influence of the virtual element game, the integration of existential and informational fields is transformed, a person loses the path in searching his immanent forces, self-identification as a process of finding a oneself is lost.
The search for a personal "self" requires a rationale for the problem of correlation of personal, individual and personnified, on one hand, as well as social, collective and typical, on the other, which requires a personal search for one's identity and selfidentity [6].Baudrillard proves the ambiguity of the existing social reality and explains the simulacra as a result of the simulation process ("the generation of a hyperreal"), "with the help of real models that do not have their own origins and reality" [7].
So, let's define the network-online culture of personality.It represents an integrative cultural form that is characterized by a self-organizing element and a functional diversity.On one hand, it is a new form of contactless information interaction of the user with online environment, a computer system that provides certain visual and sound effects.On the other hand, virtual culture as an information resource possesses means of mass communication and promotes cultural exchange and communication.The virtual-online world is more flexible, mobile, facilitating personality transformation, it has a simplified nature of mobility, wherea social status, a financial status, etc. often is not important; it has an emotional environment with an easier communication system, which often allows you to confront everyday life, it has more freedom and creativity.The virtual-online culture is defined as an attempt to implement a transcendental, ideal and absolute beginning in the present being; as an experience of implementing the direct selfrealization of the individual, constructed in figurative-gaming models of the real cultural activity of the subject [8].
Intensification of communication links increase in the process of cybersocialization, which is a process of personality development in the context of the development of cultural outlines of information society, representing a qualitative context that forms the technological relations able to transform the very specificity of human existence.Society as a system of communications represents the image of networks, woven with a large number of networks, that symbolize communicative relations, and knotspromote communication as a reflexive reality of being.They represent ways of translating information of various sociological groups and social relationships that absorb a person [15].
The virtualization of society leads to the virtualization of people's lives, which contributes to the emergence of a culture of "real virtuality," capable of subjugating people within the material framework -the communicative network.
In modern information multiprocesses-structures of the development of his existence, a person explodes various levels of communication with various actors, both real and virtuous, shaping his own world in dialogue with numerous groups and associations.Hence, the network society is not only a new type of organizational structure, but also a culturesubculture of virtual reality [14].
Through the mediation of the communication network as a component of the unit of the communication macromodel of the world, social relations evolve into technological virtual reality.The individual tries to replace the real sociocultural life with the images of the new world with the help of virtual simulations [18].
The new virtual world, formed by new technologies, new social structures and a new culture, guides the individual to a new perception of the world, whose signs require the decoding of the meaning encoded.In the course of scientific and technological progress, information virtual reality stimulates the ever-increasing intellectualization of society and serves as a factor for optimizing professionalization, intensification, efficiency improvement, etc.The basic principles of this society are electronization, computerization, informatization, mediatization, virtualization, with the mechanism where the substitution of real images and the virtualization of society intensifies human life.As a result of all processes virtualization as a determinant factor acts as an imperative, the institutional form of which is simulated, since in this reality images are created and transmitted and virtualized and contribute to the fact that society does not disappear, but is redefined [19].
In the context of redefining society, values as the most important component of the culture of the information society are redefined.The main value of the information society is a person whose high projections of development are only a prerequisite for representing his ideals, free creative selffullfilment.To help a person survive in the difficult realities of the new information society there are high information values that require the provision of meaningful information that meets a number of requirements, namely openness (availability), reliability, completeness, efficiency, cost effectiveness, consistency, and rational form of information provision.Human values are manifested in the creative acts of its self-actualization, which affirms the value meaning that cultivates the individual [20].
The scientific novelty and practical significance of the problem under research is theurgent need to study all the processes taking place in the virtual world in order to form the ideal image of a modern man, rich in traditions, cultural values, spirituality, and to form directions for overcoming the contradictions of the virtual world that interfere with holistic formation of a person.In the "society of play", as S. Kutcepal notes, "subjectivity is replaced by the infinite variety of simulacra masks to be studied" [15].
Let's turn to the updating of the notionmeaning of "simulacrum", which can be done only under certain procedures.A simulacrum can be endowed with meaning only if certain of its associative and cononational aspects, implicitly incorporated by the addressee, are updated and copied in the perception of the addressee."Conceptual language" determines the identity of existence with being, thus deforming being as being escaping from any meanings.The fundamental characteristics of any simulacrum is its incompatibility with reality, acting in Bataille's "quasisimulacra", or "simulacra of simulacra".Thus, communications carried out through the simulacra [p.901] do not pretend to be constant, but a moment that passes fast.Simulacra play the role of a semantic focus, attracting integration of associative rows, and then the simulacrum tries to penetrate into the consciousness of the Other.The creation of meaning in this context takes place as the self-organization of release from the subject, which is called "the death of the subject" [20; 21; 22; 23; 24; 25].
At its best, the theory of J. Baudrillard is presented in the book "Symbolic Exchange and Death" (1976).Actualization of the simulacrum value can only be reached in procedures.A simulacrum can be endowed with meaning only if some of its associative and cononational aspects, implicitly incorporated in them by the addressee, are updated and copied in the perception of the addressee [30]."Conceptual language" determines the identity of existence with being, thus deforming being as being escaping from any meanings.The fundamental characteristics of any simulacrum is its incompatibility with the reality, acting in Bataille's "quasisimulacra," or "simulacra of simulacra" [7].
Thus, the communication, carried out through the simulacra, suggests that the simulations do not pretend to be constant, but it is a moment that passes fast.The reality is not primary, but it is the signs.In the conceptual sense of postmodernists, all the usual reality of things is replaced by the reality of signs.We have to talk about two realities: if things are considered a reality, the signs are hyperreality.Signs act as values, that is, they are conceptual [26].
Consequently, J. Baudrillard deserves a high appreciation for his desire to give the theory of the entire social universe.For such an action, few have dared before him.He acutely raised the question of distinguishing between genuine and fake.Eliminating the difference between people, things and signs, J. Baudrillard obviously extinguished their peculiarity.
Thus, let us note that this creates the preconditions for penetration into the sphere of virtuality, as well as the search for strategies of civilization development of human socialization.The latter actualizes the study of the image of the virtual person and its characteristics, presented today by the new discipline "virtualism", which includes the analysis of information and communication relations and the place and role of a person who perceives the virtual reality and is a virtual person himself.Therefore it is necessary: Identify the key determinants of spirituality that must confront the values of the virtual world and the virtual person and form the adaptive abilities of the person to the information world and manifest the high spirituality of the information culture.
To uncover the need for the formation of a new consciousness, worldview, culture of the information society and to introduce in the educational process the study of "virtuality" and "informationology" as new disciplines that can sensitize the problems revealing the place and role of a person in the virtual world and simulacra, which "enchanted" the world of a virtual reality person.