PL
The article is devoted to the issue of the impact of the new media on the mass culture. Authors have explored community portals using modern methods of quantitative and qualitative data analysis. The results show that belief in the more democratic, egalitarian character of the new media compared to the traditional corporate model of the mass-media industry may be a delusion as large mass media corporations have also had a great impact on the functioning of social networking sites.
EN
The article is devoted to the issue of the impact of the new media on the mass culture. Authors have explored community portals using modern methods of quantitative and qualitative data analysis. The results show that belief in the more democratic, egalitarian character of the new media compared to the traditional corporate model of the mass-media industry may be a delusion as large mass media corporations have also had a great impact on the functioning of social networking sites.