The paper deals with transformed power relations appeared as a result of political, media, and digital spaces intersection. Authors apply methodology of digital critical media theory to conceptualize digital subjects in the context of attention economy and communicative capitalization. Those subjects have become influential power actors which are capable to compete with media for their audiences and with politicians for their publics. Conversely, media-subjects and political actors apply new practices trying to attract Internet users’ attention to a certain digital segment and stimulate communicative labour of retained audience. In the paper, authors analyze relations between all these actors. Authors consider complex power configuration in the area of all three spaces intersection.