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.
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