At present, there is a strong public need for intergenerational communication in the digital environment in order to transmit cultural memory, which is operated by the older ("analogue") generation. This transmission makes it possible for the "digital" generation to perceive memory in the process of its socialization and awareness of cultural identity. The work is connected with the development of methodology and particular methods of studying the transformation of communicative and cultural memory. Also, the work is focused on ways of cultural memory transmission from the "analogue" to the "digital" generations of Russians. The purpose of this work has let to a reference to three conceptually significant thematic blocks. First of all, based on the understanding of the memory theory, Ya. Assman and A. Assman concluded that at each moment of communication in the digital environment is used as a communicative-cultural memory, which possesses the properties of syncretism and ensures both the integrity of perception and transformation, in contrast to the "frozen forms" of cultural memory. Secondly, the study of theories of media text modelling and strategies for organizing multimedia narration allowed us to assess the expediency of using multimedia storytelling as the primary communication technology that is potentially in demand for intergenerational/social media communication. Third, based on the analysis of the specifics of media consumption by generations, the distinctive features of "analogue" and "digital" media generations have been revealed. It also highlighted the importance of transforming the competencies of journalists to work in the digital environment in the context of visualization. As a result, it was determined that the synergetic effect of the study of the transformation of communicative and cultural memory, and its transmission would be achieved as a result of the application of social communication, cognitive and structural-semiotic methodological approaches, socio-cultural and linguistic methods. The empirical research base includes about 10 million words for web-metric analysis of social networks, more than 3,000 texts for discursive analysis. The formation of focus groups is carried out on the basis of classical criteria, taking into account data on the age of respondents and their involvement in the use of modern information services.