Abstract. The article reveals diverse approaches in the study of media and media reality that emerges due to the processes of information society development. The author focuses on issues of the media culture formation, its performance and influence on the milieu of Russian modernisation as well as on the issues of media policies. The prospects for the media education development in Russia are also concerned, while the stress is put on the training in media management, which plays a role of integrative system within the general administration in the field of information and communication. Some issues of mediology as a new and complex discipline within the humanities are dealt with.