In the study of media behavior, there are two major trends in the context of our research. Thus, there is a departure from the understanding of media "exclusively as a technology in electronic or digital format" (Zhilavskaya, 0000). More organically, media as a means of transmitting meanings is combined with the concept of media behavior. The individual does not exist exclusively in the digital space, having finally merged with their avatar. On the contrary, it communicates using various means, combining the possibilities of online and offline communication, which again leads us to the thesis of the joint existence and complementarity of digital and non-digital authenticity (Zhilavskaya, 0000).Communicative aggression, referring to the reactive form of media behavior, always goes through several stages of formation. However, aggression will always be a reaction to the world around us –in its digital or non-digital embodiment. It can contribute to the development of aggressive communications and informal media
behavior, in which the individual themself sets the rules when working with the media; they search for relevant topics and create content, using the media exclusively as an intermediary. Non-professional journalists often have a vague idea of the professional culture and sometimes their work with sources of information is determined only by internal attitudes. Aggressive communications are expanding as a loyal audience forms around content creators. This formation is also facilitated by some of the functions of platforms for the distribution of content –for example, the ability to ban, that is, to blackout users using information means.