Convergence and media transformations. To the question of multiplicative communication

N this research the author examines the principles of convergence and change in the modeling system of the mass communication. As a result of systemization theoretical models of communication, the author concludes that the evolution of the principles of the convergence in the process of mass communication, the transition from linear to multilinearity and multiplying interaction and communication and interpenetration of component system, formulate the task including development the (convergence) media discurse and new approach to media-measuring. Emergence of the Internet and social networks influenced modification of types of communications with mass audience, therefore scientific G. Zimmel, Durkheim, Lazarsfeld, D. Moreno, H. Levitte, D. Kartrayt, J. Uebster, G. Lasvell investigate products of mass media, communication indexes between centers (objects and groups of objects), media users.