A sociologist has to understand global significance of his or her task. In a contemporary society, the mass media play a role of the herald, friend, servant, and master, simultaneously. In the nineteenth century our ancestors have used newspapers, in the twenties century we have used radio and television, now it is time for the Internet. We can get practically everything online. Online friends, online recipes of cookies, online research paper help, online educational programs. Of course, this situation may seem quite useful and user-friendly. And so it is indeed. Only low-minded fanatics are still talking about some kind of a threat that may be hidden behind the flat screen. As it usually is, the problem becomes more banal and simultaneously, more complicated. What are the significant aims of the mass media? Who controls whom? What are the long-term prognoses about development and evolution of a modern technological society – the society, which erases the brinks between the material and virtual, natural and synthetic? What are the special characteristics of the population in which a simple tweet may weigh more than a solid business paper? All these questions require immediate answers. Moreover, it is a sociologist’s assignment to get them.