Cultural Diffusion in Modern Cultural Discourse

The purpose of the article is to reveal the peculiarities of cultural diffusion as a phenomenon of the sociocultural space based on the analysis of the cultural discourse of the first decades of the 21st century. Research methodology. An analytical method, a terminological analysis method (to clarify the concept of "cultural diffusion"), a systemic method (to consider cultural diffusion as a complex multifaceted system), a comparative analysis method (to identify differences in the mechanisms and types of cultural diffusion), and a generalisation method were applied. Scientific novelty. On the basis of the analysis of the modern cultural discourse, the peculiarities of the phenomenon of cultural diffusion in the socio-cultural space were revealed; the factors affecting cultural diffusion were considered, the process and influence of cultural diffusion were investigated; analysed four types of cultural diffusion (direct, indirect, forced and stimulus diffusion), theories and models explaining the mechanisms and results of cultural diffusion. Conclusions. Based on the analysis of the scientific works of modern foreign researchers on the theory of cultural diffusion, it was found that this phenomenon means the spread of cultural objects (ideas, styles, religions, technologies, languages, fashion) within or between cultures and gained popularity in the 20th century thanks to the theory of the famous anthropologist A. Kreber. Scientists identify three mechanisms (the theory of diffusion of innovations, hierarchical diffusion model, contagious diffusion model) through which cultural diffusion occurs and four main types (direct, indirect, forced and stimulating diffusion), which are distinguished by specific processes of spread and rooting in new environments. The study of cultural diffusion is a promising direction of cultural studies, as it contributes to the understanding and comprehension of the intricate network of influences and borrowings that form the modern socio-cultural space.