The article reviews emerging research programs and analyzes new research strategies, including media epistemological and media archeological approaches, interface semiotics, economic theory of communication between market entities, etc. The main questions of the article: how is a digital turn in culture possible, what are its preconditions and consequences that radically transform the context of life? The development of information technologies has led to the emergence of a number of research areas such as chaos theory, transformational linguistics, bioinformatics, etc. Applied theories today can already change not only basic epistemological, but also ontological concepts. Thus, the spheres of everyday ex-istence, habitually labeled as marginal, become decisive for global political, economic and socio-cultural subjects. So, the message on social networks affects the stock markets, the behavior of computer players – on the ways of interacting with digital gadgets, and the instrumental and communication skills of our time, the network content of private video bloggers can sometimes determine the main agenda in the media. Software applications of the digital environment developed in the IT industry determine the set of tools available to the user, and with them, the ways of expressing and perceiving thoughts. The authors share the con-clusion: whatever we work on, we work together with the digital mind, which in the form of Big Data, Big Five, Cyber DNA and other technologies deter-mines our actions. The essence of the digital turn is not taken by the arsenal of pre-digital methodological attitudes that require a return to the original unity of logic, epistemology, ethics and aesthetics in an era of epistemological uncer-tainty. The situation becomes more complicated in connection with the declared counter-tendencies of globalization – glocalization.