Virtual and real in modern public relations

The article provides a comprehensive study of the problem of the virtual in public relations from the standpoint of structural functionalism, social constructivism, social phenomenology and the theory of organ projection developed by M. McLuhan. The structure of the study suggests a consistent transition from analyzing the role of the social worldview as a single form of manifestation of social consciousness to studying the place of virtual elements in it, as well as reflecting the mechanisms of their formation and representation in the social environment. The virtual component of the social worldview is analyzed for functionality. Within the framework of the work, social risks associated with the spread of certain forms of virtual in the social and communicative environment are noted.