This paper, attempted to answer, how, in the age of totalizing mediated communication, the role of a cultural expert (i.e. a person with knowledge and competence for interpreting the cultural phenomena encountered by a non-reflexive person in everyday life) is transformed. Terms 'communicative capitalism' and 'digital labour' were used in this study. Through analyzing the communicative behavior of three Russian cultural experts (specializing in fashion, cinematography, and music) on their Instagram and Facebook pages authors identified typical linguistic and extra-linguistic practices of attracting and enclosing of Internet audience attention, multiplying of their communicative capital and monetizing it.