Digital era: from mass media towards a mass of media

We live in a digital era, which can be described in various aspects: the digitalization of analogue information storage, the emergence of web society, the replacement of the vertical mass communication model with horizontal social networks, the decrease in the influence of traditional media. The article deals with the main characteristics of the digital era: interactivity, momentariness, hypertextuality, and convergence. The discussion of social network phenomenon and traditional media crisis serves in revealing the following relevant issues of the information space: the information content creation, dissemination, economic models, and changes in consumer behaviour. The oppositions between information reliability, freedom of speech, sociability and individuality are highlighted.