Abstract. The concept proposed by the author is an attempt to provide a theoretical answer to the ongoing invasion into the world of cultural and aesthetic authorities of the new “Huns”— bloggers—millionaires, macro, micro and nano-influencers. The author, on the one hand, relies on the classical approaches of cultural and social capital by P. Bourdieu. On the other hand, the concepts of attention economy and communicative capitalism are used. It is shown that the digitalization and virtualization of society has changed the ontology of cultural space. New subjects of cultural domination invade here. They gain their power through the accumulation and exploitation of the attention of large numbers of the global network users. The new grounds for the cultural capital formation and new subjects of power in the cultural sphere are disclosed.