Abstract:
The article is devoted to the change of information flows management vectors, which were
previously recognized as the prerogative of political media management. Application of new
communication technologies causes a transition in the modern information society to the
dialogue model of communicative relations. This, in turn, provokes a problematic situation of
sociological theorizing in a specific field of research on media communications, which consists in
the uncertainty of the complex phenomenon of the mediacommunicative interaction of
personified subjects of the global media space and the need for an expanded methodological
resource of the traditional interpretation of this subject domain. The management of
information flows is a common subject of a range of related disciplines, which makes it possible
to talk about it as a multidimensional and needly comprehension in terms of new mediadiscourse
and sociological methodological approaches.
