Abstract:  
The subject of this research is the dynamics of conceptualization of the phenomenon of cultural reproduction, expressed in the concepts of tradition and cultural memory, as well as the related concepts of the invention of tradition, historical memory, and post-truth. The article analyzes the transformation of epistemological approach that took place in the late XX century towards reproduction of culture, reflected in the change of the fundamental conceptual metaphor – from “delivery”(traditio) to “memory”, which means a shift in the dominant approach towards the structure of cultural continuum that appears to be attributed not to the objective reproducible content, rather than its construction by the subject. It is suggested to examine the questions of current interrelation between post-truth and public consciousness. The author creates an instrumental approach towards tradition, which is characterized by pragmatism expressed in the intention towards management of social relations, where tradition is a tool for managing the present through the formation of representations about the past, and constructivism, which implies that tradition is a construct of perception formed in the present, not reflecting the past itself. Being internalized in a broad social context, the instrumental approach is realized within the framework of the state of post-truth, which does not consider the past crucial for the formation of public opinion compared to other personal beliefs, as well as management methods applied to the latter. Problematization of the theme of post-truth demonstrates the internalization of instrumental approach into a broad social context, indicating the cross-effect pf epistemological and general cultural social context with regards to problem of interrelation between the social past and the present.