New media as a tool for transformation of regional communication environment of audience and media interaction

Due to the increasing influence of new media, the usual communication environment of interaction between traditional media and the audience is undergoing a period of transformation. The authors identified the factors and conditions for the development of work with the target audience of new media, primarily social networks and the blogs, when the information consumer becomes the axis of interaction in the communication process; the criteria of new media are indicated, their conceptual apparatus is defined. The analysis made it possible to conclude that the functions of the mass media are undergoing changes at the macro and micro levels within a particular group, organization, and community. The structural, functional and communicative approaches of research allowed the authors of the article to develop a structural model of the functions of modern communication environment at the regional level, what ensures the information needs of the population, realization of the needs for socialization, civic solidarity and mobilization of the population at the mesolevel. Such a scenario gives the regional media the opportunity to update the toolkit, transforming it to the new professional tasks of media science and new multimedia narratives. The authors believe that all platforms in modern society are focused around the audience, and not only the platforms benefit from this interaction, but also users who save time by performing certain actions including the activities in a specific region. The obtained results allow us to confirm that the problem of intercultural interaction and promotion of a positive image of regions in the virtual space present significant scientific and practical interest in the use of information and communication technologies at the mesolevel of economy.