The article presents a new textbook “Modern Media Culture” (Irkutsk: Irkutsk State University, 2014. 168 p.). The authors of this textbook are A. Petrov, a political scientist, S. Bulatova, a PR-specialist, and V. Ryzhkovich, a journalist. The authors consider such issues as public attitude to mass media and mass culture, a media-hero issue, hero-audience interaction methods, etc. The textbook is addressed to students majoring in Advertising and PR, Journalism, Cultural Studies, Social Psychology and other specializations in humanities and social studies. Mass communication specialists are supposed to be interested in reading this book as well. The textbook is reviewed by V. P. Kharkhun, Doctor of Sciences (Philology), Professor, Head of Ukraine Literature Department, Nezhin State University named after N. Gogol (Ukraine), and I. A. Krebel, Doctor of Sciences (Philosophy), Professor of Philosophical Department, Omsk State University named after F. Dostoevsky.