The significance of communication means of the internet in contemporary politics

In the given article on the basis of comparative analysis is studied the dual nature of the widespread approaches to influence of media sphere upon political processes by the example of actual events in western countries and Arab world. The authors investigate mobilization, integration, democratization and intervention capabilities of the modern media sphere. The practices of application of the new media means by the leading countries as specific tools of soft power strategies at national and international levels have been thoroughly analyzed in the article. The authors come to conclusion that in the modern world the functional apparatus of the Internet despite it architectural openness and infinite socio-political potential is limited by the activities of media elites that hinder true civil participation. Untimely proclaimed democratic character of media sphere is weaken by commercialization and consumerism of media space. The category of “feedback” as an important mobilization tool has situational character and has the short-term impact upon political views and perceptions