The authors presented results of the research project “Media discourses on material and ethnic gaps. A comparative study in St Petersburg and Stockholm”. By the content analysis, focus groups and expert interviews methods they have revealed that there is an evident risk to lose substantial matters in traditional media, namely reflection of everyday life which is represented in the common persons’ lives. On the contrary, a review of network initiative projects showed that they create a powerful alternative to mainstream media channels not only at the level of technologies, but at the level of the vital people’ interests. Network projects develop the “people-to-people” model of communication in the new media environment which gains the audience support.