The article is dedicated to the philosophical and cultural experience of reflexive observation and
interpretation of current trends in global development defining strategies of leaders who carry out their life projects
in new organizational and communicative modes. As the theoretical premise of the study the approach of U. Eco
disclosed in the book “Turning back the clock” is adopted; further on, the authors elaborate on M. Castells’ ideas
about “real virtuality”; Anderson’s “imagined community” analysis; and “smart crowd” concept of G. Reinhold.
Contemporary problems of organizational and communicative processes are defined by the authors as cluster
“projects” since they are carried out according to the principles of self-organization, have network decentralized
structure, and their participants identify themselves from personalistic positions of “we-identity”. Conducted study
of the modes of cluster community’s interaction, problems of unifying the sociocultural reality, and achievements
of the information-cum-digital economy indicates the formation of smart reality. It is characterized by the
continuity of communication, strengthening of urbanization processes, and formation of the close world of
personal practices immersed into group habitat which is commonly perceived by representatives of various groups.
The article considers the function of information technologies in maintaining a balance between archaic and
contemporary global forms of social practice organization as a central point of discussion.