The article shows that media communication is among the most eff ective ways of social interaction today. The historical review of the evolution of individuals-tothe Worldwide Web interaction suggests the technological development of the Internet did not occur consistently: by the time the advanced communication services appeared, it had become clear that information itself was meaningless, the unstructured knowledge was too voluminous to fi nd a key to it. The author claims that the knowledge that passed the internalisation stage is important. At this stage of personal assignment of information for a unit of time, it became necessary to get the maximum information.