The text of mass communication in the modern media cultural space

The article presents an analysis of various theoretical and methodological approaches to determining the essence and content of modern mass culture, media culture, media text and media education. The key role of the axiological approach in the creation of media texts distributed by mass media is revealed. The structure of media texts is considered in the context of the value-semantic aspect of their creation and representation. Using the example of photography, the process of creating modern media texts and their role in the structure of mass communication is analyzed. Separately, the issue related to the development of artificial intelligence as a means of creating and replicating media products in the context of the dominance of new media was raised. Media education is presented as a system of training media professionals and ordinary users to interact in the context of digital media communications. The special role of the value approach in the formation of media professionals is noted. The methodology of the research is determined by an axiological approach in combination with a system-functional and semantic analysis of the stated problems. The main conclusions of the article are the following : 1. mass culture acts as a condition for the development of mass communication media and determines the nature and content of the media texts represented; 2. mass communication media form a global sphere - media space, which is characterized by transformational processes caused by the development of new media 3. texts of mass communication in the modern media space are created by both media professionals and users who do not have special training. At the same time, the share of content created without the participation of professionals dominates the media space; 4. Neural networks act as a new type of "authors" of media content, creating both text materials and visual content, the quality of which is rapidly improving, competing with professional materials; 5. Media education plays a key role in training not only media professionals, but also any user. It should be based on a value-semantic approach that determines the content of the created media materials and the choice of ways to distribute them.

media culture, media text, mass communication media, media and cultural space, popular culture, media education, the text of mass communication, artificial intelligence, media, visual text