Abstract:
Modern culture declares itself as blip culture. A striking example — klip thinking. Our article is an attempt to
examine this phenomenon from different perspectives. From the perspective of semiotics, social, historical
and philosophical perspective. We assume that the cognitive foundations blip culture may be related to mythology,
utopian consciousnes. In this regard, we propose the concept of such scholars as O. mythology
Freudenberg, Radcliffe-Brown. Our view on this issue is somewhat different from the traditional that the
problem of social considered in conjunction with the nature of the ideal.
