The fourth technological revolution in language, caused by the invention and active introduction of artificial intelligence into social life, leads to the reformatting of the modern media communication language space. The emergence of the technological dimension in media communication along with the humanitarian one leads to the fact that both the humanitarian communicative model and the technological one are formed and function in the linguistic space of media communication. In relation to the linguistic norm, two types of humanitarian communicative model can be distinguished, one of which is normative and the other creative. The authors of the normative model are professional journalists, the creative model is produced by the Internet users in the comment sections, and the users themselves become the ‘collective Pushkin of social networks’. The normative model in media communication is oriented towards linguistic, stylistic and communicative norms, which contributes to the preservation of the literary language in the media as an absolute communicative value. The creative model of the ‘collective Pushkin’ generates a creative usus that contributes to the renewal of language through the creative energy of its speakers. The norm in the creative model exists implicitly, and its conscious violation demonstrates the expressive possibilities of the national, not only literary language, contributes to filling lacunas, expanding the repertoire of stylistic means, creating a multimedia code in media communication, providing an opportunity to express emotional nuances. The technological model, authored by artificial intelligence, is based on the norms of literary language, as technological authorship in media is not widely advertised. The technological model is normative; its task is to mimic the humanitarian model of professional journalists. The coexistence of the author-journalist and the technological author (AI) in the linguistic space of modern media not only reformats this space in terms of norms and creativity, but also changes its humanitarian component, as it ceases to be unconditionally human.