The urgency of topic of research is explained by tasks that today are faced with such a powerful means of influencing people's minds as media. A new stage in evolution of humanity leads to new conditions of existence. And information and communication technologies themselves are driving force behind scientific and social progress of society. XXI century is era of significant changes in technology, economic sectors, humanitarian sphere, social life of people. Information, knowledge, education give impetus to social development The purpose of article is to investigate scientific idea about essence of new information era and role of media in shaping public opinion. The author seeks to identify problems of modern media communication on example of scientific and practical developments of well-known scholars. Research in theory of communication intersect with other disciplines: history, political science, jurisprudence, economics, sociology, psychology, pedagogy, literary studies and linguistics, cinema and science of television, media informatics. The following methods and techniques of research are used in theory of communication and its partial fields: historical method, quantitative and qualitative empirical-analytical methods, hermeneutic-interpretation methods of research. Methodology - Systemic, Structural-Functional, Historical and Logical, Comparative Today, media are at center of state and society's attention, they penetrate all spheres of public life and offer each starting point for participation in social communication from local and world scale Result. Thus, we observe process of merger, integration of information and communication technologies into a single information resource. There is convergence, that is, the mutual influence of phenomena, but also interpenetration of technologies, erasing boundaries between them. Among top steps to protect Ukrainian information space are:: expert environment, state support for scientific developments in field of information technologies, information policy and information security, in particular, promotion of copper research and monitoring of information space; construction of a new communications strategy of power, mandatory components of which should be communication with population, non-conflict communication within authorities; communication with outside world; introduction of a system of media literacy in schools and universities; transition from a policy of prohibition to a policy of stimulation of socially useful activity in media sphere
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