The accelerated development, convergence and integration ofinformation and communication technologies open up great opportunities forsocial actors to express themselves, motivating amateur artists to produce mediaproducts. The essay discusses the principles of the functioning of "self-media", anew type of media model in individual entrepreneurship which is developing inChina and analyzes its advantages and disadvantages in the testing of innovativebusiness models.The essay explores the problem of the importance of screen communicationsfor civilizational development and their possible influence on the processesof collective cognition, mentality and behavior patterns of social actors,groups, communities and cultures. Screen communications demonstrate theinextricability of the linking of the media and social systems which undergofluctuations (unstable fluctuations) in digital time at the stage of digitalreforming. The author notes that this development of a social system is mostoften built not on collectively-consolidated but on individualized solutionsresorted to by people forced to rely on their own choices in difficult situations,on their intuition and imagination.Social actors master digital technologies and create various kinds of projectsthat encourage the masses to acquire new knowledge. The “self-media” projectbegan to be implemented in China in 2010-2013 on the basis of the new WeChatplatform, both a social network and a messaging application. In a convergent-integration form, a functional of differing target technology platforms wasimplemented, providing typological signs of self-media. This attracted a largenumber of consumers to media projects.Self-media are based on the idea of learning new things - in other words,a knowledge code (a set of signs / symbols and a system of certain rules thatdefine a process of cognition) which is implemented by the creators. Initially,it is presented in the form of informative and historical texts, illustrationsand videos dedicated to art, a chosen topic complemented by the attributes ofmaterial symbolic things and various kinds of organizational services. Materiallyembodied ideas motivate the media consumer to replenish knowledge of theunknown.