The article explores modern practice of mass media in mediatization of social issues by using interactive technologies. Social studies devoted to the updating of social conflicts in the media are analyzed. Social issues in interactive media projects are monitored. The results of six focus groups demonstrate the nature and degree of the audience’s confidence in interactive projects. The study reveals significant differences in the attitude to the socially significant issues related to interactive or non-interactive nature of the media environment.

interactive technology, mediatization, social contradictions, social journalism, social inequality

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