Self-control of the media in modern society: a socio-cultural analysis

The article examines the thesaurus of media self-control, its distinctive characteristics from other methods of mass media regulation. Using the cultural and historical method, the need for the development of self-control in the modern information space is proved, which should be based not only on the experience of world ethical codes, the institute of the news ombudsman, media councils, but also on Russian spiritual and moral values and culture, a comprehensive program for educating the population. The article examines other methods of regulating the information space, such as censorship, and analyzes examples of modern media control that lead to discussions in society. In recent decades, the media have become politicized, with the help of mechanisms for manipulating public opinion in the mass media, not only propaganda of certain political elites is being implemented, but also information wars and even terrorism appear, leading to real unrest and panic of the population. It has been proven that some countries have begun to strengthen control over digital communications in the fight against terrorism and extremism. Today some censorship functions are implemented in the mass media, but they do not solve problems, but have only a short-term effect. The article also examines new mechanisms in the media, such as artificial intelligence, which entails both new opportunities and dangers. In particular, AI can become a tool in the propaganda and dissemination of fakes. The novelty of the article lies in the proposed approach to the study and solution of modern conflicts in the media. The empirical basis was both scientific works on this topic and articles in the media themselves.