The objective of the article consists in representation of a sociological portrait of the subject of management in a digital society. Based on the analysis of the texts of the Russian media and Russian-speaking social networks and in-depth interviews with the heads of media editorial offices, the authors obtained the following results. The phenomenon of media convergence is manifested in the need to take into account in the management process those phenomena and trends that radically change the life of society, in particular, integration between individuals and digital devices, which gradually blurs the border between reality and the virtual world leading to the need for the subjects of management to acquire new communication skills, work with information resources, understand digital threats and know how to protect against them. The influence of media convergence is manifested in the fact that Russian subjects of government, using various digital devices to enter the virtual space, do not indicate their personal data and can act in contradictory ways, acting in different social roles. Conclusions: the formation of digital society requires monitoring the formation of social digital institutions, the principles of integral collective intelligence and symbiotic intelligence, including value foundations, norms, culture of behavior and interaction, systems of statuses and roles. The subjects of management cannot apply the old formats of the command style of management and administrative pressure in the virtual space. Therefore, it is necessary to develop specialized communication formats in the process of implementing public administration.
