соціальні мережі

The article explores the socio-communication aspects of the application of New Games Journalism (NGJ) in the e-sports reality, in particular in the Ukrainian media space. Particular attention is paid to the analysis of the audience’s information needs, based on the results of a survey of users of the Ukrainian esports platform Players. It was found that the key factors influencing the popularity of e-sports media are the efficiency of content presentation, the level of analytics, and the direct presence of journalists at tournaments.

The article examines the phenomenon of Ukrainian memes as an element of the information space and public discourse. In particular, authors analyze the role of memes in the formation of public opinion, their influence on social attitudes and their ability to be a tool of informational struggle. The authors analyze the evolution of memes from entertainment content to a serious socio-cultural phenomenon that has significant potential in political discourse. Special attention is paid to political memes, which become the society’s reaction to events in Ukraine and the world.

Advertising is an important component for the financial well-being of mass media. Therefore, editorial offices constantly strive to attract more advertising and advertisers. Currently, a popular platform for placing and promoting advertising messages for mass media is Facebook.

The article explores the phenomenon of opinion leadership among Ukrainian youth in the context of digital transformation and the increasing role of social media in shaping consumer behavior, lifestyle choices, and worldviews. Based on the two-step flow theory of communication by Katz and Lazarsfeld, the study investigates how opinion leaders − often influencers and blog- gers − affect young people’s preferences, trust, and decision-making processes in the digital era.

Given the ambiguity of the impact of social media on individuals, it is crucial to find effective regulatory mechanisms that allow for the successful utilization of this resource in adapting to the changing conditions of today. The article analyzes the influence of a person’s social intelligence on their inclination towards the productive use of modern digital technologies, particularly social media.

Запропоновано новий підхід до формування аудиторії веб-форуму за допомогою технічних засобів, які надають користувачам мережі Інтернет соціальні мережі. Запропонований підхід дає змогу збільшувати кількісні та якісні характеристики аудиторії веб-форуму та може використовуватися в завданнях покращання позицій веб- форуму в глобальній інформаційній системі World Wide Web.

In recent years, social media platforms have become powerful data collection tools to improve user experience. The vast amount of data generated through social media provides a unique opportunity to develop innovative recommendation systems. This article analyzes the application of data mining methods for social networks in the context of effective recommendation systems, focusing on three key methodologies: sentiment analysis (SA), topic modeling (TM) and social network analysis (SNA), highlighting their positive features.

This paper describes an information system for monitoring and analyzing reviews on social networks to form recommendations for the purchase of goods. This system is designed to be used by customers to speed up and facilitate the search for the necessary products on e-commerce resources. Successful selection of a quality product according to the desired criteria is extremely important, as it saves search time and customer money. Analyzing comments on the network, the information system recommends the product if there is a preponderance of positive feedback on it.

The article examines the theoretical aspects of the concept of "e-commerce". It is noted that the regulatory framework of Ukraine in the field of e-commerce is in a state of rapid development. By signing the Association Agreement, Ukraine has undertaken considerable commitments, including ensuring the gradual adaptation of Ukrainian legislation to that of the European Union, in accordance with the areas set out in the Agreement, thus one of which is e-commerce.

Scientific research has analyzed the state of the print media market in Ukraine over the past twenty years. Crisis periods of media development are singled out, in particular, special attention is paid to the COVID-19 pandemic. In addition to catalyzing drastic changes in the print media market in Ukraine, factors have been identified that significantly affect the development of the general media market: digitalization, destruction of logistics, periodicals, outflow of advertisers from traditional media, rising raw material prices, lack of subscription culture. alternative.