Abstract: The subject of research is a critical concept of "alienation", which was popular in social philosophy. In the rame of the Hegelian tradition it was regarded as a part of the dialectical mechanism that should facilitate the transition to a new organization of society. In XX century the concept of "alienation" has evolved, going beyond political economy and purchasing a humanistic interpretation. The author proposesto re-consider the phenomenon of "alienation", which acquired the immaterial, subjectivist elements. It allows to speak of it as a symbol of the relationship, and not as a real mechanism. The study observed a balance between the traditional dialectics and methods of modern science of self-organization. The author embarks to the concept of "entropy of social processes", illustrates the scientific narrattion by various statistical examples. The novelty of the study consists in examination of the question of "alienation" in the context of science on self-organization. Then it can be interpreted as a deviation to the very critical state, in which the behavior of the economic system becomes unstable and under the influence of some random factors can radically change. In this sense, the dialectic prediction about the impact of "alienation" in the course of social history can not come true, if the system transforms into a state of chaos, and "alienation" itself will not become a mechanism, but only a symbol of a particular stage of historical development of the society.

Abstract: In this article Chepyuk analyzes the thesis about the transfer of a modern society to a new stage of development that is defined as the innovation society or knowledge society in literature. The present stage of technological development is characterized by the leading role of information and communication technologies and involvement of a human into new social relations or so called media reality. The author of the article raises a question about how our views on culture and economics are being transformed within the framework of the innovative paradigm of social development and gives a qualitative assessment of this process from the point of view of the entropy approach. The research method integrates several types of analysis, ethical-philosophical, cultural and dialectical analysis. One of the basic scientific approaches used by the author is the synergetic approach that has allowed to define similar tendencies in the development of society, culture and economics of modern social life. In this article the author proposes a thesis that innovation society does not present a new paradigm of social development. In fact, it represents the process of embodiment of the socio-cultural phenomenon. Moreover, growing IT and media industry are just the means of producing intangible forms of social life that have become the object of purchase and sale in the modern innovation society. The author also makes a suggestion that these processes can relate to entropic phenomena in the capitalist economy.