The article considers the process of transformation of the media environment under the influence of new processes of convergence of editorial offices, their structures, diversification of media consumption and the relationship of communication participants to channels and sources. The authors of the article revealed the ambiguous influence of the transformation of the mass communications system on the implementation of the functions of the media, as well as the development of "new media". The paper proposes a model of effective influence on the audience of the Russian media on the example of the social network Vkontakte, as well as techniques and means of interaction with target groups, taking into account the capabilities of technologies of different subjects of mass communication and attitudes in the public consciousness.