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Socio-cultural and Legal Aspects of Interaction between Representatives of Different Subcultures in the Media Space

The paper explores the existing framework of interaction between representatives of different subcultures in the modern media space. It is emphasized that a significant impact on these processes, according to the authors, has not only the everyday socio-cultural environment, but also the legal field in which there are communicative processes. Communication links between subcultures allow us to trace the degree of mutual influence and interaction of representatives of different ethnic groups, nationalities, state entities, changes in language and its meanings, as well as the technological development of communication itself in the era of post-literacy and "niche" functioning of modern media. It is emphasized that the socio-cultural aspect allows assessing the degree of demand and transformation of cultural stereotypes in the process of interaction of state culture with various subcultural formations. The existing social tension between us is formed in the process of accumulation of negative and / or positive factors and finds its vivid expression in the media sphere and splashes out into the social space in the cultural form (music, art culture, etc.) and in form of mass protests in the framework of the implementation of "subcultural capital" against the dominant stereotypes, imposed by society. Modern communication technologies (Internet, social networks, mobile phone, etc.) have opened not only new spheres of interaction between people, but also constantly confront society with the emergence of social risks, the origins of which are revealed in the potential conflict of meeting the interests and needs of representatives of different subcultures.


Introduction
Today, social activity of individuals is mainly focused on interaction in the media space, which is not unique in its mentality, belonging to different cultures, etc. Restriction of access to official (government) media displaces subcultures use different social networks to promote their ideas and find like-minded people. In the Internet space

Interaction in the Media Space
The expression of individual interests, the association of individuals in thematic groups on various grounds, the search for the necessary information, the creation of official Internet sites of organizations of different profiles and levels, the purchase of goods and the provision of services --everything moves from a real "live" communication in a multimedia environment. Moreover, there is an information and semantic confrontation, in which there are those who "use hidden, manipulative techniques (double standards, "fake" news, semantic distortions, multilevel semantic constructs of a given destructive action), and those who do not resort to manipulation, remaining in the field of openness, sincerity, logical beliefs and evidence" [2,100]. The result of this confrontation can be the protest activity of various ethno-national and social groups within the transformation of value stereotypes [3]. The dominance of the "virtual world" in the information space over social reality raises a number of problems of socio-cultural and information-legal nature.
The existing diversity and variability of understanding of subcultures gives reason to assume the presence of immanent conflict in the understanding of the processes taking place in society. D. Riesman drew attention to this when he cited the differences between the majority, which passively accepts commercially provided styles and meanings, and the subculture, which actively seeks the minority style and interprets it in accordance with subversive values [4]. Dick Hebdig argued ("Subculture: the meaning of style"): subculture is a Subversion of normality, which is perceived as a negative phenomenon in relation to the dominant social standard. It brings together like-minded people who feel forgotten in the realities of social patterns, allowing them to develop a sense of selfidentity [5]. The concept of "subcultural capital" (Sarah Thornton) allows us to consider it as cultural knowledge and goods acquired by members of the subculture, increasing their status and helping to differentiate themselves from members of other groups [6].

Results and Discussions
In the work "Subculture: cultural history and social practice" Ken Gelder proposed to distinguish subcultures from countercultures by the level of immersion in society. There are such key distinctions as: negative attitude to work; negative or ambivalent attitude to class (since subcultures are not "conscious in class" and do not correspond to traditional definitions of classes); association with territory ("street", "hood", club, etc.), and not with property; extramarital forms of belonging (denial of family); stylistic ties with excess and exaggeration; rejection of the banality of ordinary life and mass, etc. [7].
The emergence and existence of subculture, on the one hand, due to the lack of interaction of some segments of the population with the main culture, and on the other hand --the adoption and reproduction of alternative axiological and normative models that affect the socio-economic [8], demographic and migration processes [9]. In the process of development, there are natural areas in society in which deviant models concentrate and acquire new information, and in same time they do not accept the goals or means of action characteristic of the mainstream culture, offering instead other guidelines and becoming, depending on the circumstances, innovative, rebellious or apostate. There is a potential danger of their developing into terrorist organizations [10], under the influence of confrontation between different ideological paradigms in the world and conducting a hybrid war [11]. This becomes relevant in the era of "existential man", when a person has a need to "actively engage in the historical process, aware of the responsibility to the world of others" [12].
Possessing an individual level of subcultural capital, a person is a resource for creating new, strong, distinctive personalities within a certain subculture, which is a phenomenon quite homogeneous inside, but heterogeneous in relation to the outside world. Existing their place in the modern world [14]. New media opens up opportunities for the development of a virtual sphere of interaction between people, representatives of different subcultures, which, although located in different geographical spaces, but share a particular cultural practice "online".
An important aspect for civil society, including the state, is the preservation of the identity stability of the culture and spirituality of Russian society, as well as unselfish and/or gratuitous adherence to its traditions and values. In addition, the limits of "free- Speaking about the formation of the identity of a single individual, it is worth noting that today it is more building in the virtual space. It is worth noting that the identity of young people is formed largely thanks to virtual communities in social networks.
In particular, O. N. Astafyeva in her work "Virtual communities: networking identity and development of person in network spaces" argues that these communities are built on the basis of several factors, namely: unique technologies based on interactivity, multimedia, globality, anonymity, asynchrony and low marginal costs [15]. In turn, S. G. Turonok in the article "Subculture of Internet communities" writes that the main factors of uniting people in the Internet space can be called related interests, common topics for discussion, that is, the intersection of interests. Subcultures that have formed and exist in the Internet space, characterized by the absence of prejudice, because users often do not fully know with whom they communicate, that is, do not know the sex, age and social status of the person, if the user does not open such data [16]. There is a priori contradiction of the relation of the subject of culture to culture itself in the aspect of different value propositions [17,[11][12][13].
The concept of "network identity" is associated with the behavior of representatives of

Conclusion
These problems demonstrate the potential risk of loss and transformation of spiritual values. Modern society is facing a growing problem of fundamental importance for the preservation of the cultural code of Russia. The main role of social institutions is the formation of a spiritual and moral personality in the framework of a self-organizing socio-cultural environment, in which it is possible to maintain a balance of interests between the official culture and various subcultures in general. It builds up a system of knowledge, values and objective vision of social reality, "the idea of good and evil, virtues and vices, justice and unjustifiable, humanity and ruthlessness and so on" [21].
Value attitudes are particularly significant at the level of formation of the need for social ties and belonging.