The book of one of the largest sociologists of our time, Manuel Castells, known to the Russian reader from previously published works, is a true encyclopedia of the “work” of power in the modern saturated media world. The author gives an almost exhaustive view of the modern political process , It exists only through the medium of , ..................................... and about the latest ways to attract public attention (the most expensive resource today!), Among them, one of the most popular is the scandal .. M. Castells builds on the latest advances in neuroscience in the study of emotional intelligence, allowing the successful use of techniques called cascade activation, framing, priming, and other methods of influencing the viewer/ listener. To confirm his ideas, he uses both American realities and political processes in different countries of the world. Of particular interest is the final chapter devoted to the first presidential election campaign of Barack Obama, the success of which was crucially due to the breakthrough decision of his campaign on the active use of social media. Despite the purely academic nature (only the bibliography takes 48 pages) , many charts and tables, which makes the book an indispensable help in the professional practice of political scientists , excellent compendium and "point of growth" for students , It is also of great interest to a wide readership. CM It is written in a beautiful language....