«Multimedium» Internet in context of mass media development

This paper focuses on the process of media merging that takes place in a modern information society. The Internet is considered as a hybrid medium – “Multimedium”, because all traditional mass media are now present on the web. It enables a personalized approach to obtaining and sharing information and communication, which has the conceptually spoken character and strongly marked features of secondary orality in many cases. An important aspect of hypertext in combination with multimedia elements is the non-linear organization of information with a significant interactive potential.