GLEBOVA IRINA SERGEEVNA

The reflection of the key principles of metamodernism on Russian television has hardly been discussed in the Russian scientific literature so far. The article discusses the issue of changing the social and anthropological significance of these principles in modern society, their reflection in the media. The authors investigate the topic of the emergence of new information products and the definition of the role of television broadcasting, its transfer to a new media level, for example, to the level of network platforms. For the first time, the correlation of mass culture in other areas, for example, in literature, with trends that are decisive in the formation of the modern information context is shown. The increasing role of the proactive position of the viewer is emphasized, stressing the viewer’s transfer from the status of a simple observer to the mode of an actor in the media field. The work reflects the role of the immersiveness of the media environment, when in fact each viewer becomes at the same time its creator and is directly involved not only in the consumption of the context, but also in its production, taking into account personal interests and realizing their own creative possibilities. The study demonstrates the dynamic process of the formation of the key principles of metamodernism, identifies its key characteristics that affect the development of the modern Russian and international media environment.