New forms of communication used in modern public relations are studied. Special attention is paid to the convergent processes that influence the formation of new media, which play a major role in the development of PR 2.0.

the concePt and suBJects of the system to ensure control oVer conVergent media formation ProcessesChanges in the contemporary media sphere related to the development of a unique phenomenon of media convergence are analyzed. The concept and elements of the system to ensure control over processes of formation of convergent mass media that influence each other, determining the vector direction of further development are considered.

The objective of the article consists in representation of a sociological portrait of the subject of management in a digital society. Based on the analysis of the texts of the Russian media and Russian-speaking social networks and in-depth interviews with the heads of media editorial offices, the authors obtained the following results. The phenomenon of media convergence is manifested in the need to take into account in the management process those phenomena and trends that radically change the life of society, in particular, integration between individuals and digital devices, which gradually blurs the border between reality and the virtual world leading to the need for the subjects of management to acquire new communication skills, work with information resources, understand digital threats and know how to protect against them. The influence of media convergence is manifested in the fact that Russian subjects of government, using various digital devices to enter the virtual space, do not indicate their personal data and can act in contradictory ways, acting in different social roles. Conclusions: the formation of digital society requires monitoring the formation of social digital institutions, the principles of integral collective intelligence and symbiotic intelligence, including value foundations, norms, culture of behavior and interaction, systems of statuses and roles. The subjects of management cannot apply the old formats of the command style of management and administrative pressure in the virtual space. Therefore, it is necessary to develop specialized communication formats in the process of implementing public administration.

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The purpose of this article is to examine the process of emergence and views of foreign and Russian researchers on the problem of the processes of media convergence. Focuses on the sociological aspect of the phenomenon. Provided basic concepts, the trends and prospects in the study of media convergence as a modern phenomenon. Rethinking the concept of convergence began with the publications in which knowledge and technology have been named as key components of future economy, convergence has become a phenomenon to be reckoned with, which will soon become a defining concept in the context of globalization. Considering the media environment as a system consisting of means of communication, foreign sociologists have radically changed the view of modern media, of their possibilities, their degree of influence on the society. The impact of media convergence on the life of each person, his worth in society, his mind, the ways of communication, to the professional world, and to leisure is only a part of important research areas. In general, the history of the development of sociological views on the processes of media convergence adjusts to multicontextual in the study of media. Today should be studied in the aggregate of all modern scientific disciplines, in both theoretical and practical applied aspects. In the end, the author has compiled a table that presented the stages of development of sociological views on the processes of media convergence with a brief description of each of them. The main trends and promising sociological research relevant to the challenges of the present time.