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The influence of identity discourses in social theory is one of the defining trends of modern society. Along with social theories of primordialistic origin of ethnos and identity, in which the socio-cultural component appears as a form of historical development of social life of peoples and nations, the hypothesis of the socio-cultural world as a holistic phenomenon attracts attention. It is used by social theorists to denote the unity of the cultural and social existence of the individual, his mastery of interpretations of the symbolic level of social reality, or the reproduction of the connection between the natural environment and social reality.The development of approaches to the interpretation of the concept of socio-cultural world is studied. It is established that value, socio-cultural and civilizational approaches are dominant for the scientific field of domestic humanitarian and social knowledge. The article argues that the transformations of ideological contexts in the interpretation of the development of society played a significant role in the formation of the civilization approach. The essence of the ontogenetic definition of the sociocultural world is revealed. It is found that it is the basis for the interpretation of this phenomenon as a holistic form of social life and determined that a specific feature of the ontogenetic definition of the sociocultural world is its connection with identical discourses of the scientific field of humanities and social knowledge, diversity of humanity. It is in this direction that the phenomenon of attributing the notion of "genesis" to such an object of social theory as man should be interpreted, and the notion of "holistic" to the notion of "sociocultural world". It is also important to emphasize that the concept of "local civilization" receives in its use an expanded interpretation, as well as an emphasis on the connection between the symbolic universe created by a particular community and socio-cultural reality based on their interdependence.

For centuries, the library has embodied one of the greatest intellectual achievements of mankind. Determining the horizon of university research libraries and librarianship, as a rule, is considered in the perspective of their institutional development. The article considers the problems of library business in the conditions of formation of information society in Ukraine. The analysis of the scientific and information base of the research reveals that the leading topics in the scientific literature are the issues of material and technical support of libraries, financing of the library industry, introduction of innovative management in library services, training of library specialists. The general conclusion of this investigation is as follows: the problems of development of university libraries are a mirror of the problems of information progress of Ukrainian society and education in Ukraine.

A specific feature of the modern world is the capitalization of not only ideas, objects, social practices and institutions, but of the world itself. Branding is a special process, allowing the construction of an acceptable picture of reality that is independent of the practices of care and political domination. It initially focuses on a desired and expected target. The main topic of the present research is the phenomenon of the “Big Bang” in the cultural and social field. The analysis of transformation of scientific theory into a metaphor of sociocultural reality enables us to trace the mechanism of symbolic creation in modern society. Its study contributes to revealing the peculiarities in redistribution of symbolic capital as well as benefits and privileges that a «world-brand» has in comparison with “world-pictures”, “world views” and other forms of symbolic capital. The “world-brand” as a result of symbolic creation in the cultures of post-industrial civilization can be represented in the explicit parameters.