Media culture and modern challenges in the paradigm of network communication

At the turn of the XX-XI centuries, humanity received a unique opportunity for network communication. Having a powerful self-organizing potential, it offered unlimited horizons for the production and broadcasting of operational information, which became available to the maximum number of participants-communicants connected to the network. At the same time, inclusion in the information network in modern society is considered a sign of status, success, presentability. It is obvious that this potential is capable of not only informing, but also involving the audience in active activity in the shortest possible time. The claim for additional activities opens the account of socio-cultural challenges. Network communication becomes a kind of "algorithm factory" of not always prosocial action outside the network environment. Having absorbed all the advanced expressive means of TV and methods of their formation, network communication has acquired a huge resource for influencing the consciousness of the audience. Aesthetic challenges about due to the contradictory nature of media access in the conditions of network media communication. The aesthetic metamorphoses are also influenced by the systemic constant signs and socio-cultural models of network media communication behavior that we have discovered. In the light of their functionality, a large-scale influence on the chronotope of network media communication is noted. Which in turn leads to an aesthetic imbalance of its ontological essence.