MEDIA REALITY AS A NEW TYPE OF SOCIO-CULTURAL SPACE

The article examines media culture and its socio-cultural functions, and also notes some specific properties that distinguish mass media and QMS from other socio-cultural institutions of society. It seems important that the negative impact of the media is associated with manipulative techniques used by the mass media, which form the audience's dependence on someone else's opinion, change value perceptions, distort reality. The article presents a sociological analysis of media preferences and content of a group of respondents of different ages living mainly in the city of Tashkent and the Bukhara region. The experimental data obtained by the authors prove that today the audience satisfies its information and communication needs mainly with the help of Internet resources and in virtual space. The discourse content consumed by the target audience of this sociological study is studied.