Interactions of subjects in media sphere

Media sphere is viewed as a space in which the culture of the information society is formed, assisted by mass media, as a sphere of competition, whose participants aim at winning the favor of the audience. The article focuses on subject-subject and subject-object relationships in the media environment, in which governing bodies, business organizations, mass media, information channels, individuals, following their own interests and taking into account public needs, moods and mores, change roles in order to achieve goals, can perform simultaneously different roles in subject-object and subject-subject relationships. The media move from performing one role to implementing another one according to the editorial content strategy, due to involving in interaction, or excluding from it, subjects and objects of politics, economics, culture, and social relations. In their relationships with different participants of interactions in media sphere, mass media can simultaneously function as subjects or intermediaries in delivering information, as objects under the influence of the subjects of politics or economics, keen on holding information campaigns of high intensity, anticipated and estimated interpretation of events and processes. As objects, mass media satisfy the interest of the audience in sensations, scandals, celebrities’ private lives. Subjects of the media sphere are characterized on the following grounds. From the point of view of activity spheres we can distinguish subjects of politics, economics, culture, social relations; from the point of view of legal regulation of activities in media sphere there are subjects operating legally or using shadowy forms of spreading information. From the point of view of temporal manifestations of activity, subjects of long-term or short-term actions function in media sphere. Subjects of the media sphere are given qualitative characteristics upon considering the degree of their involvement in communication processes and the intensity of interactions.