Ціннісні орієнтації соціальної архітектонікиглобальних соціальних мереж у сучасному соціумі

The integration of innovative technologies in the body of social reality should be consistent with social purposes, values and meanings. It seems to be heuristically promising to compare information networks with the software. Similarly as the program “animates” the computer by giving it unlimited applicability measurements and networks extend social reality. In other case the social fabric will remain in a passive state. That is why social and cultural potential of global information networks should be understood not as available tools and knowledge of technologies, etc., but as a special kind of social relations that appeares based on innovation and communication technologies of globalized society to establish a balance of information and finding optimal ways of modern society. Information space – a part of social reality that directly affects the determination and correlation between parameters of social space and social time. Information space and accordingly global information networks are not virtual by their nature, functionality and potential In fact, the purpose of virtualization is the diversion of society from public social and cultural potential of innovative network technologies, by turning the real needs and interests into the random, imaginary ideals, values and purposes. Therefore it is impossible to consider virtual space, which is designed by the mediation of modern media, online social networks (such as Facebook, VKontakte, etc.), gossip, online surveys and other methods, as a full equivalent or substitute of social reality. It can be an equivalent only if socio-cultural potential of global information networks is implemented. Socio-cultural potential of information networks is directly related to humanitarian innovations that are broadcasted with the help of information networks. Producing of humanitarian needs is caused by the protest movement that is triggered by uneven distribution of innovative and socio-cultural potential of the network architecture. However, innovation that is converted into common practice can lead to unpredictable and random consequences. The origin and need of humanitarian innovation is a sign of social system that is coming out of the state of dynamic equilibrium and growth of social entropy.Inconsistency of implementation between socio-cultural potential of information networks and their innovative capacity will inevitably provoke collapse of resistant social structures and establishing a rigid hierarchy, dimensionality, closure society. Keywords: architectonics, virtual reality, global social networks, information, information society, information space, communication systems, convergent technologies, social networks, society, value orientations, values.