MODERN APPROACHES TO STUDYING THE INTERACTION OF THE MASS MEDIA AND AUDIENCE IN THE INTERNET SPACE

Abstract

The article highlights the modern approaches of foreign and domestic authors, representing not only the academic scientific community, but also the editorial pool of the Internet space, to the analysis of the phenomenon of interaction between the media and audience in social networks. Attention is paid both to the characteristics of the mass media themselves and their varieties presented in the Internet, as well as to the tools for their dissemination and establishing communication between the addressee and the addressee. Noted that the nature of this communication has a mass character and reflected in the ways of interaction, sometimes acquiring the features of «civil» (public) journalism (D. Merritt). The idea of social networks as «new media» is currently debatable, as indicated by the authors of this study.