A “communicative turn” in the theoretical and methodological substantiation of the media system and journalism

The article is devoted to the analysis of the “communicative turn” in media systems theory which, based on the continuity of the theoretical and methodological foundations formed by the “linguistic turn” and “discursive model”, presents new opportunities for research of the media communication industry and for its practical activity. The article reveals that the “linguistic turn”, prioritizing language as a key means of communication, had a significant impact on the development of theoretical and methodological justifications of communicative action. The author examines the features of journalist’s activity in the context of multimedia and formation of new media communication models in interaction with digital transformations of the industry.