Abstract
This article presents an attempt at a culturological analysis of existing digital cultural phenomena, particularly user-generated content, and their influence on the development and structure of contemporary culture. Using Yuri Lotman's approach to analyzing cultural phenomena, the author examines the consequences of the popularity and potential influence on the cultural dynamics of the Minecraft video game, as well as the user-generated content created by video bloggers using this video game. The author concludes that the high variability of user-generated content, coupled with the already high variability of cultural phenomena, can influence the format and productivity of dialogue as the primary mean of generating new cultural phenomena. An attempt is made to interpret the change in dialogue format within the framework of the intersubjective-intrasubjective dichotomy.