The article is devoted to the socio-philosophical analysis of the phenomenon of media culture in the context of the globalization information challenges of today. The formation of the main threats of the modern information society is revealed through the prism of the close relationship of violence, wealth and knowledge as means of implementing power relations in the geopolitical context. It was noted that at each historical stage of the global struggle for power, the most effective means of achieving power goals were strategies of information struggle aimed at manipulating public consciousness. The essential signs of information war from the standpoint of psychological, information and communication approaches are revealed. It is noted that in the society of knowledge, the information and propaganda war acquires the features of a conscious (semantic) one, therefore, in the conditions of the formation of the mass media as key producers of information products marked by certain political or economic interests, it is possible to talk about the media war as a separate technology of modern information wars. In the modern philosophical discourse, to define a special type of culture of the information age, the concept of "media culture" has become widespread, as a set of information and communication tools produced by mankind in the process of cultural and historical development, which contribute to the formation of public consciousness and the socialization of the individual. The work reveals the main functions of media culture - informational, communicative, ideological, normative and legal, motivational, integrative, culture-creating, myth-creating. The fundamental difference between media culture and traditional cultures is emphasized - the level of its technical equipment, which allows the reproduction of media culture products for almost all of humanity, acting as a regulator of its mass consciousness. The specificity of media culture is determined by its semiotic nature and the technical capabilities of the means of its implementation: high information capacity, ease and persuasiveness of perception, speed of replication of information messages, mass and accessibility. The conclusions highlight the need to introduce state programs for the development of digital and media education as an effective mechanism for countering today's informational challenges.

The article is devoted to the role of information culture in ensuring the effectiveness of knowledge management at the university. Based on the ideas of P. Drucker and I. Nonaka on the need for continuous self-education of the individual using professional collective experience in the process of practical training, means of improving the efficiency of knowledge management are considered, in particular, introduction of innovative leadership models, research activity expansion, creation of conditions for improving the system of advanced training, the formation of an electronic knowledge base as a reflection of the collective intellectual potential and labor market analytics with the subsequent involvement of advanced ideas to improve the professional competencies of graduates. In the knowledge management at the university, information culture performs a number of important functions: educational, ideological, communicative, technological, the function of preserving social memory. Proposed approaches to the analysis of information culture are: information (as a body of knowledge, skills and abilities to effectively meet information needs), communicative (the required level of communication competence), culturological (providing a holistic vision of the world based on the values of its spiritual development), technological (skills and abilities to work in the IT-sphere), methodological (methods of operating information arrays), management (effective management of information resources). The conclusions emphasize that the information culture at the university is formed by cognitive and epistemic expectations anticipated in the implementation of tasks and decision-making. The information culture of the university is based on organizational values, leadership, norms and conduct regarding the exchange and use of information, and the possibility of digital rethinking of knowledge management is largely determined by a clear organizational strategy aimed at innovation. Measures aimed at improving the level of students’ information culture mobilize analytical approaches in the evaluation of information, improve the quality of work with information resources and network systems, contribute to the generation of knowledge and their practical use in future professional experience.