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Abstract: The subject of the study is media pedagogy as one of the priority areas of modern education. The object of the research is the activity of a teacher and a student, aimed at media literacy and media competence formation in the context of media culture. The article considers media pedagogy as an adaptive environment in which “conscious communication with the media” develops the personality qualities necessary for the self-actualization of a person in the technogenic world and the critical perception of the 21st century reality. Particular attention is paid to the objectives of the Federal State Educational Standard of Higher Education in the field of project activities. The empirical method of collecting and systematizing materials relates to the study of certain issues of media education, the key concepts of which are media literacy and media competence of a teacher and a student. The article defines the terms: media culture, media competence, media literacy, media education, media pedagogy and media teacher. The novelty of the research consists in defining media pedagogy as a significant direction of modern education, solving the problems (in accordance with the Federal State Educational Standard of Higher Education) of developing management skills in the information space, as well as critical thinking on the media environment. We consider the specifics of the education subjects, which is implemented in the learning process with the help of technical resources of the media during project activities. Media pedagogy helps to shape the general culture of a person and develops media immunity in the context of social reality of the XXI century.