The thesis is devoted to the research of the paradigm of polystructural development of the global media market. The author on the reasonable formation and genesis of the development of this type of markets, identified the features of commercialization of its individual sectors and in-depth segmentation of production. The discourse analysis of the global transformation of the media market is carried out, which is based on the study of real consumption volumes. To this end, the approaches of leadership stratification, lexicology of creative media products, unification of editing processes are analyzed. Given the contradictory nature of global media development, at the studies of the processes of polystructuring of global media systems, which include: modernization of the media market, strengthening the socialization of TV and radio broadcasting. The important identification role of the latest indicators, in particular - information flows of personal contacts, restrictions, as well as test assessment of interests and preferences of consumers are substantiated. The postmodern paradigm of polystructural development of global media entrepreneurship is substantiated, the multistructural taxonomy of the world information space has become an important component of it.
Peculiarities of global transfer of media products are determined, the foundation of which is provided by: vertical (subjects of communications, limited access to information, self-expression), horizontal (partnerships, feedback) and hybrid (grouping of subjects, partial access to information) matrixes. The processes of paradigmatic identification of the development of the global market are analyzed, in particular, the framework for the separation of commercial and technological internationalization of media flows in the global economic environment is determined. The peculiarities of the sectoral structure of the media market are revealed, in particular, the oligarchic nature of intercorporate competition in the USA (CNN), the closed production cycle in Japan (Sony Group), the public form of non-profit activity in the UK (BBC) are clarified. A graphic model of socio-economic interaction of global media has been developed, focusing on B, X, Y, Z - generations, which includes research of common and different reactions of age strata, use of indicative base of change validation, global transfer interaction, and multilevel requests of society itself. The vast majority of Ukrainian and foreign students recognize their Internet addiction, and almost a third of our compatriots are convinced that television should eventually turn into something else. Perceptions of popular global TV formats in Ukraine and abroad differ significantly.
The levels of global and national competitiveness of media products were assessed, in particular, the nature of corporate and national rivalry was identified. A graphic model of competitive taxonomy of global media systems has been developed, which includes news agencies, media design, activity of art business companies, as well as identification of relevant types of competition (conjunctural, sectoral, prime-time, packaging, price, rating, operational) and evaluation of their impact. on modern media systems of modern mass media. As a result of complex mathematical transformations, a model of geometric interpretation of a new cycle of global advertising digital costs was built, which allowed to distinguish the intervals of elasticity (2002–2023) and diversification (2019–2023).
Peculiarities of polystructural development of the European media market, in particular its functional structure, are determined. Based on a special study by Deloitte, a review scenario of future television and video was formed, based on the platform of the copyright holder and the content defined by him, which provides for the formation of appropriate iconic models (loss of diversity, "supermarket", TV revenge, endgame regulation). A comparative analysis of the media space of Ukraine and Georgia, within which common features.
