Media Competence as the Keystone of Electronic Culture and Contemporary Education

In Russia more than 83 million people, use the Internet at least once in a month. The monthly Internet penetration of people aged 18 and over increased from 80 % of the adult population of Russia. According to TNS company, the smallest was in villages (56 %) with almost 63 million people (over 51 %) using mobile device. Convergence processes, having moved into the culture space, record the changes that have taken place both on the education and in other directions like media competence, technical equipment, education of staff, etc. This is a fundamentally different digital sphere of human socio- cultural activity that opens up previously unknown forms of changes in the roles and statuses of cultural institutions. The authors presented the criteria for assessing the social effectiveness of media competence in the field of culture and correlation of data on the dynamics of electronic culture of different regions with all-Russian indicators. Besides it, media competence methods were introduced to create the original information product in librarian space. The authors consider digital literacy as the functional skills required to operate and communicate with technology and media. The quantitative indicators of the research proved once more that the emergence of new media has qualitatively changed both the configuration of the media space and the processes occurring in it. The media competence of cultural institutions and libraries is now being characterized by educational and communication technologies. The main tasks of the research include comprehensive analysis of Russian media culture in regions and small cities. Object of the research is contemporary electronic culture. Subject of the research is media competence itself as the main characteristic of Russian cultural institutions.