Transformation of the media consumption models in social media of Runet

This article analyzes the media consumption models in social media of Runet. It deals with the processes of the communication space organization and their historical forms. The emphasis is on the changing of the recipient role in the process of media consumption, on the user activity and related transformation of journalist texts in social media space. It concludes that we have to upgrade the principles of creation, presentation and distribution of the content circulating in social media.