COMMERCIAL SUCCESS OF COPYRIGHT MEDIA PROJECTS AS SOCIO-CULTURAL PHENOMENON

The transformation of journalism is associated with the formation and development of the media market and the rethinking of the place and role in a publicist's socio-cultural space. A publicist is an opinion leader, professional, status media personality. A new understanding of success, which considers the commercial component, has also affected professional journalism. The traditional system has collapsed, the adherence to work ethic principles of both famous journalists and their employers forced many to look for ways to communicate with a relevant audience. Self-realization, presentation of a social position to a society turned out to be impossible without any economic activity. This new understanding of success is being formed in the copyright media projects Yeschenepozner, NevzorovTV, Parphenon, Redaktsiya and others. The analysis of Yeschenepozner, Parphenon, and Redaktsiya allowed characterizing such a modern phenomenon to unify an economic man and a social man. It makes one capable of applying personal, professional ambitions and influencing public consciousness, breaking stereotypes and forming new traditions, and new communication culture. The main characteristics of this phenomenon include the preservation of the traditional values of journalism as a socially responsible profession; approval of new formats of mass communication; economic independence as a condition for opinion freedom and demonstration of a creative concept; and creation of a new type of advertising, based altogether on the original idea of the author, the authoritative opinion of a public person, socio-cultural phenomena. (C) 2021 Published by European Publisher.