social networks

The significance of the cultural, educational and enlightenment activities of museums and the strengthening of their role during the pandemic have been analysed. The importance of involving citizens in the dialogue through the promotion of digitized historical documents has been shown on the example of the Museum of History of the Lviv Polytechnic University.

The results of research into the process of grouping authors of printed text messages in social networks are presented. The hypothesis about the possibility of grouping authors based on the results of the classification of their text messages has been confirmed. For this purpose, the virtual robot builds an intelligent monitoring agent for grouping the authors of social network text messages. The peculiarity of these messages is that they are short texts.

Today, the potential of social networks for all types of communication is difficult to overestimate. For business communication in virtual communities, it is important to take into account the socio-psychological features of the participants in the communication process. This actualized various aspects of network identity, virtual personality behavior, and online persona. This study offers a review of the scientific literature on personality prediction based on the analysis of different content generated in social networks.

A method for detecting sources of disinformation and inauthentic behavior of chat users in social networks has been developed. The developed model is based on the analysis of text information using modern machine learning algorithms, in particular classifiers (SVM, Naive Bayes, decision trees, etc.) and clustering methods to identify structural relationships between news and users. Considerable attention is paid to the collection and balancing of datasets, as well as the visualization of networks to assess the spread of fake news.

To understand the essence of the impact of the “mirror tactic” of Russian disinformation in social networks as a deliberate distortion of reality, a polar opposite interpretation of specific facts, phenomena, and events. The purpose of the “mirror tactic” as the transfer of responsibility for Russia’s modern war to Ukraine is revealed.

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.

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.

Social networks and messengers have become an integral part of our lives. In the work of journalists, they play a significant role, because with their help, they not only search for information, communicate with the heroes of the materials, but also become an opportunity to promote media production and build an image. Journalists are constantly looking for promising social platforms to inform the audience.