The proposed article is devoted to the problem of changing the postmodern paradigm in cultural studies and socio-cultural practice as opening new prospects in solving urgent problems of life and development of cultural heritage. The authors of the article consider the possibility of the postpostmodern study of interaction processes as the main research focus, developing and creatively rethinking the postmodern achievements of cultural processes and phenomena. The proposed new paradigm bases significantly expand the views of researchers studying the sociodynamics of culture in the field of forecasting cultural processes and socio-cultural design in various spheres of human practice. The discussed paradigm may be of particular interest for the development of problems in the field of ethics and the solution of modern environmental problems, which remain among the least studied in cultural studies and cannot be comprehensively considered in the framework of postmodern approaches.