Sovremennaia mediinaia sreda: situatsiia mnogomiriia

Abstract

The article deals with the everyday space of megalopolis life, interpreted as the mass media communicative space. Its atmosphere in the very beginning of the 21st century is generated by the activity of a wide variety of screens – from the gigantic screens in the streets, squares, shopping and leisure centres to those in personal mobile phones. The author proposes a systematization of the types of human interaction with the screens, distinguishing a number of constant models thereof: environment-landscape communication, cultural-regulatory communication, alternative-replicate communication, intimate communication, etc. The diversity of communication models leads to the radical transformation of the essence of publicity and privacy, creating a new social reality. It is characterized by the interosculation of public and private spheres of life, and it is shaping new everyday rituals and behavior codes.