Humanization of Socium as an Imperative of Mediaspace Management

Abstract

In this paper, the author shows the functional structure of the modern Russian network media space and outlines the main ways and opportunities for socio-humanistic management of it in the conditions of a modern dynamically complex society. The author proves that the existing forms of media space management ignore the possibility of creating a modern type of management as a civilized, rational and humanistic way for people to interact with their participation. It is also shown that management, which does not perform a humanistic function in society, turns into manipulation of people, into a technology for achieving any, including immoral and asocial goals. The analysis of the structure of the media space in terms of MASC 1 allowed the author to identify three possible macro-levels of managerial influence on the media space: content, media carriers, and audience. Besides, the research allowed the author to assert that a complex non-territorial media space of a reflexive type is currently being formed. The qualities of this type of media space are determined by the realities of the era of reflexive modernity.