Современные интерфейсы новых медиа как фактор влияния на текст и его восприятие

User interfaces have evolved greatly in recent decades and have begun to have a significant impact on text and its perception. Most digital content is presented on electronic platforms of the so-called social media. The emergence of new interface tools serves as a tool for the implementation of author’s experiments, taking into account the specifics of the perception of the new generation audience and leads to the transformation of the concepts of “text,” “author,” “reader.” The representation of educational organizations in social networks, their transition to the status of new media serves to popularize culture and preserve traditional values.