Fragmentation of Media Audience: from global village to global theater

The development of mass media and social networks has radically changed the consumption content by audience, which in fact turned into relatively separated communities users, i.e. subjects communication processes. Users get actively use possibility to choose format, channel based on their personal experience, psycho-emotional state, socio-cultural characteristics. However, users choice is not always conscious, besides that, self-identification further often ‘friend-or-foe’ principle, leads an increase political polarization process consumption. paper analysis Russian foreign sources dedicated behaviour audience modern processes associated with fragmentation demassification audience. As follows from these standpoint a structural approach study systems, public opinion are conditioned, arising barriers, peculiarities functioning system, make part its attributive