The Vicious Circle of Metaculture: Challenges in the Study of Living Culture

This text addresses the methodological and epistemological issues of contemporary social sciences in the face of dynamic cultural processes. The author defines the phenomenon of the "vicious circle of metaculture," in which the lack of adequate research tools and concepts prevents the capture of emergent phenomena. The article criticizes the fetishization of quantitative data in public statistics and points to the need to implement new theoretical models, such as autopoiesis and information ontology. The work sheds light on how anachronistic approaches to creative industries and infraculture hinder understanding of the living fabric of society. This is an important contribution to the discussion on reforming the methodology of cultural and communication research in the age of the infosphere.