In humanities and natural sciences, the media sphere is treated as a complex, abstract object used for describing the processes of media-based social communication. The concept is objectified and can be encountered in terminology employed in such fields as sociology, psychology, information technologies, cybernetics, the Internet, study of information society, as well as sciences of market economy, study of law and even organizational learning. Generally speaking the media sphere is a social sub-sphere and comprises the following sets of elements: media, information items, associations, senders and recipients. Each of these groups is time-dependent and changes significantly in a fractal-like manner. In this sense, we can talk about kinematics of this sphere and compare it to methodology issues connected with the area of physics. What is more, elements of the media sphere are affected by external factors. Therefore, it is possible to investigate the dynamics of the media sphere.

In humanities and natural sciences, the media sphere is treated as a complex, abstract object used for describing the processes of media-based social communication. The concept is objectified and can be encountered in terminology employed in such fields as sociology, psychology, information technologies, cybernetics, the Internet, study of information society, as well as sciences of market economy, study of law and even organizational learning. Generally speaking the media sphere is a social sub-sphere and comprises the following sets of elements: media, information items, associations, senders and recipients. Each of these groups is time-dependent and changes significantly in a fractal-like manner. In this sense, we can talk about kinematics of this sphere and compare it to methodology issues connected with the area of physics. What is more, elements of the media sphere are affected by external factors. Therefore, it is possible to investigate the dynamics of the media sphere.