Purpose of the article. This paper attempts to conduct a case study of the modern media discourse production process through basic principles of participatory culture. The object of the research is the modern media discourse phenomenon, and the subject is its cultural aspect. The article views the modern media discourse as a linguistic, social and cultural phenomenon and a specific type of communication with a peculiar context. The paper focuses on the cultural dimension in fan-studies as an innovative research methodology for analyzing the dominant features of fan culture and for identifying the impact of different participatory culture principles on the process of modern media discourse arrangement. Scientific novelty is caused by the study of media discourse production through fan culture. Therefore, the paper clarifies such interdependent notions as fans, media, media convergence, media discourse, and transmedia storytelling. Fans are defined as individuals who maintain a passionate connection to popular media. The authors consider-new‖ media versus-old‖ one providing characteristics of both types. Media convergence is viewed as an integral part of media discourse and implies the integration of different media types. In conclusion, the authors emphasize that media convergence makes modern life more interactive and encourages the audience to participate in the modern media discourse arrangement. Thus, the process of modern media discourse production should be primarily associated with the emergence of multiple media platforms and the active involvement of the audience in the production and consumption of the media content across different media platforms.