Tainment-actors in the New Digital Media Environment

The modern public environment is presented with its two, parallel, invariants: traditional and new (digital). This led to changes of both the subject and the object of the public environment. New actors in digital communication (trendsetters, drivers, prosumers, gamers, bloggers) perform various roles which makes the contemporary media environment multivalent. The active development of media communications and the existence of a new type of communicational and media product due to the growing importance of tainment-technologies in the formation of media content allow speaking about the formation of a new type of the subject in the digital media environment - a tainment-actor.

I. Introduction

Nowadays the development of public communication goes along with the development of the public sphere. The contemporary public sphere is characterized with a number of signs, stated at the beginning of the XXI century by the French researcher D. Bougnou: it is the common integration of mass media with the individual private sphere; interpenetration of the economic market and the advertising, with the public sphere being influenced by economy [1] . The most important catalyzer of changes in public sphere is the modernization of mass media, its digitalization, which leads to the diversity of the public communication addressers.