The subject of the contribution is the importance of media education for the future of mass media. The reason for considering this relationship are changes in the media reception. The nature of these changes and the threats posed to the media illustrate the results of research on new patterns of media consumption. The key research question is what and how it can help the media to overcome new challenges. In searching for the answer to this question, research findings and reports on the changing preferences of media recipients and literature studies on the essence of media education were used. The first allowed the identification of the most important threats to the media, the second indicated the special role of media education in counteracting the negative effects of changes. The main areas of interest of media education are: education about the media, education through the media, education for the media. The most important for the future of mass media is the area of education for media, which focuses on the theory and practice of the media. As an integral part of edagogy that deals with the whole-life development of man and his environment, he is to prepare for proper understanding and active use of the media, as well as to support the training of specialists to work in them. Both practical and practical actions have been proposed for the implementation of these two tasks.  

In the times of the image culture, an extremely important element of media education is the dissemination of knowledge about the specifics and determinants of visual communication in the media, especially those inspired by public relations tools. The world of influencers, youtubers and video bloggers is often the environment for the dominant reception of media messages among kids and young adults, especially those with smartphones. The paper aims to outline areas in which knowledge about imaging has its application in the area of media education, and to provide examples of PR activities shaping the reception in these fields. Visual media education should develop the visual literacy of recipients including knowledge on PR visual activities. Through the intentional and creative use of visual competencies, the recipient can better communicate with others. At the same time, the awareness of the participation of PR tools in media content is related to social attitudes of children and young people, especially to the consumption and market behaviours.   

OSN (Online Social Networks), and thus “traditional” social media, are characterized by a centralized architecture. Therefore, all user data is stored logically in the servers of the service provider. This leads to many cases of abuse, such as monetization of users’ data, violations of the security and privacy of individuals. The search for alternative solutions combined with the development of information technology has led to the creation of a new type of social media that distinguishes the decentralized structure. DOSN (Decentralized Online Social Networks) are created using P2P technology, a Web-based network or with a Blockchain protocol. Decentralized portals use additional encryption tools and cryptography, so they can ensure better control of users’ privacy and increase their autonomy. The aim of this article is to present DOSN as sites providing better mechanisms to protect the privacy and security of users than social media with centralized architecture.  

Making decisions about the purchase of products are often suggested by the information provided by bloggers, as well as their opinions, suggestions, or advice. Increasingly, this is done without the traditional forms of advertising. This article describes questions related to building trust to bloggers in social media and issues related to creating relations between bloggers and their recipients. The aim of the paper was to examine how bloggers become popular sellers of various products. The author tries to find answers to the following questions: What are the tools and techniques for building trust between bloggers and recipients? How the selection of the techniques is changing over time? Which of them are the most effective? To achieve the goal, two blogs were analyzed, the authors of which became sellers of selected products. The presented analysis allows to better understand how the processes of establishing relationships, building trust, and possibly influencing the shopping decisions of Internet users are observed in the Internet space.