The article provides a systematic analysis of the creative environment formation of the leading actors in modern media societies using the example of a specific macro-region. According to the research, in the era of post-literacy and widespread digitalisation, systemic flaws in the organisation of dialogue between the authorities and the wider Russian population have become visible. By updating the tasks of improving media education and “accumulation” of digital capital, the authors offer the essential elements of a model for developing the creative environment for regional journalism.