Abstract: The object of this research is the globalization processes in modern world that expand not only upon the political and economic system, but also the new spheres of social life, an important place among which belongs to mediasphere. The subject of this research is the potential of mediasphere as an instrument for influencing the modern audience. Special attention is given to the specific characteristics of information in mediasphere – moment, rapid change, intertextuality, etc. that transform it into a popular consumer product, the output and distribution of which is served by a separate branch of creative economy – media industry. Methodological landmarks of the study imply the structural-functional and systemic approaches towards research of the globalization process in economic segment of mediasphere; contradictions in interpretation of the globalization process in media industry, on one hand, as means of the global progress, and on the other – a threat to the national cultures. Media industry has high potential to globalization, because its goal lies in meeting the demands of maximally broad audience of all countries of the world. Blurring of the national and sociocultural borders, which is a result of globalization of mediasphere, causes the emergence of the clear anti-globalist trends. The main conclusion consists in determining the effect “substitution” of real communication and activity of virtual presence in the situations suggested in the media information space into a separate subject of study. Such effect occurs as a result of the increasing amount of time spent by a modern individual in media space, as well as improving of quality and visual attractiveness of media production. Of special importance is the substantiation of directions that affect the realization of compensation of the negative consequences in activity of the global media industry: financial support of the social and cultural programs aimed at preservation of the national and cultural identity; improvement of the programs on media literacy of the rising generation; development and implementation of the programs of media education and media culture for all social groups.