The authors specify the issue of the effectiveness of mass communication activities in the digital age, as well as the translation of communicative and cultural memory by communicators of various types. The authors refer to the creative activity of Yuri Polyakov as an example of mass communication activity. Considering his work and cooperation with various typological groups of media in the paradigm of «writer-journalist», based on the analysis, it is concluded that the modern author in this role can most fully express his civic position. Moreover, he uses journalism as a kind of literature, and journalism as a means of transmitting his texts. Being a subject of journalism as a social institution, the writer maximally saturates its space with texts of dialogical content, develops a genre and content palette, develops trends in the formation of an individual author’s space, which is sometimes so lacking for other subjects of information activity today.