<p><span>In this article, media behavior is defined as a form of social behavior of an individual in different media contexts – media perception, media consumption, media production. At the same time, we consider media consumption as a part of general media behavior of an individual, as a manifestation of activeness, selectivity, directedness and consciousness of behavior in media space. The article gives results of 2 researches. The 1</span><span><sup>st</sup></span><span> one is aimed at studying interconnection of media behavior’s features and youth’s social concepts about mass media. The 2</span><span><sup>nd</sup></span><span> one is about analyzing the interconnection of preferred copying- strategies and media behavior’s features. The results’ analysis has enabled to single out types of attitude towards mass media, prevailing reasons of addressing mass media, and types of media consumers. The results have also revealed that media environment is used by the respondents not only as an informational, cognitive, communicative resource but as a psychological resource to cope with difficult life situations.</span></p>