SOCIALLY RESPONSIBLE BEHAVIOR IN INTERNET: SEARCH OF MODELS

The article discusses new aspects of the social responsibility of journalists to promote their online presence. It is presented traditional and new models of regulation of professional ethics: selected three categories of regulated entities - external, corporate and individual; described the legal, economic and ethical methods of regulation. It is analyzed the legal and ethical control mechanisms for the behavior of professionals and amateurs in the Internet space. It is showed the risk values associated with excessive passion for Internet communications, due to the peculiarities of communication through the Network: anonymity, by the absence of generally accepted norms of communication. The conclusion is that the positive changes in the situation connected with greater social responsibility of the participants of Internet communications for their behaviour in the Network, is possible only under the condition that social responsibility will become perceived need for all members of the Internet community, and relationships with the Network will be built on the principles of digital ecology.