Informational paradigm of mass media, forming the basis of the most of psychological researches in the field, is critically analysed. The authors offer principally different ecological approach to mass media phenomena study, based upon the change of spectator's status - from the object of influence to the subject of contact. This concept operates with the notions of behaviour, scene of action, emotional atmosphere, cognitive processes. All of them must be studied in subject - subject system of author and spectator.