Abstract
The paper analyzes the role of the author in new media. Arguments are presented in favor of the fact that in the informal segment of the mediascape there is a tendency to «resurrect» the author's subjectivity, which results in the interactivity of new media and the formation of the audience's interest in the personali-ty of the creator of the text. At the same time, it is confirmed that the authors' subjectivity remains minimal in the formal segments of the mediascape.
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