New directions of media psychological research in the context of media culture transformation

Zhizhina Maria Victorovna

The article considers the problems associated with the ongoing transformations in the modern media culture with a focus on the analysis of changes in a person’s media behavior psychology. The recent trend indicates that a person’s activity in the media space is becoming more significant than that in the real world. New media have served as a driver for the person’s transition from a perceiver role into a broadcaster role which is about demonstrating, transforming, actively participating in shaping and developing media environment. The article emphasizes the increase in media involvement and related further changes both in the media user psychology and cultural and psychological practices of each participant's interaction with the media. According to the author, today we can witness hyperbolization of the hedonistic, compensatory, communicative, and promotional functions of media culture.

Keywords:media culture, psychology of media behavior, media consumption, new media, youth, person’s media involvement, media space, media environment