In the process of ethnographic studies of modernity, the main question arose regarding the social sphere, its entities and forms, which are defined as a social connection. The problems of public relations are considered by representatives of various research areas, primarily within the framework of sociological sciences. In addition, representatives of such scientific disciplines as pedagogy, psychology, psychiatry, who in the accelerating process of civilization of the modern world see a threat to a person who is becoming increasingly lonely, trace the role and importance of public relations in certain combinations of people in their research of current problems. This threat is compounded, in particular, by constant neuropsychiatric tension, haste, an excess of information, as well as depersonalization of public relations. The public relation represents an organized system of relations, institutions, means of public control that unites individuals, subgroups and other constituent elements of the combination, into integrity. Each combination must be internally organized and streamlined. Considering agrarian traditions in the context of the socio-cultural sphere, some of their theoretical aspects are clarified. It is shown that agrarian traditions act as a kind of phenomenon in the general system of folk culture.