Communicative potential of culture: the factor of money

The article analyses mechanisms of influence of money interchange on the communicative potential ofculture. The communicative potential of culture is its ability to enter into communication, connections and relations with other culturesand develop under its influence preserving its own identity. The communicative potential of any culture is characterized by its existence,correlation and, in a dialectical sense, by its opposition of two necessary factors - stability and changeability (transformability).Communicative stability reflects the existence in a culture of the so-called kernel, which performs the function of identificationprotection (basic values, meanings and traditions), in cross-cultural communication with different cultures this semantic centre isconstant. The more flexible, sensitive and dynamic the culture is, the higher its communicative potential. Thus, communicativepotential of any culture depends on the degree of evidence of all these factors. The main mechanism of influence of money on thecommunicative potential of culture is the levelling of meanings, which is the base of communicative stability of cultures and its kernels.From this point of view, the factor of money is considered the most important one in the creation of communicative space, capturing allour humanity, in which everyone is a subject-participant of cross cultural communication and is submitted to the general logic offormation of sense - the logic of calculability. Quantification of values, traditions and even ideas is obliterating the difference betweenfoundations of cultures, their communicative stability, forming one basic code of communication - the number. This research shows theprocess of the quantitative environment spreading not only on the sphere of economy, but also on other spheres of life activity of people(culture, education, science, etc.). The consequences of this in the context of sociocultural modernization and post-modernization lead tothe creation of a society where causal relations are obliterating. In the course of time numeral characteristic becomes locked on itself, italso becomes irrespective and meaningless. A good example of this characteristic is virtual money, playing the role of simulacrum(J. Baudrillard). In post-modern society the number is turning into a code, presenting the universal base for comparing all the othercommunicative codes. But the more universal the code is, the less informative it is. So, in other words, the post-modern society moves tominimization of qualities and determinacy to the society of mathematical play.

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