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The main tools of internet marketing in public administration in the conditions of global digitalization

Formulation of the problem. The year 2020 convinced the whole world that the Internet is one of the best channels for transmitting information, selling goods and providing services, because thanks to its use, a certain part of businesses avoided bankruptcy, and some companies were able to increase sales and, most importantly, meet the needs of almost all spheres of life in society in crisis conditions.

TELEGRAM NEWS CHANNELS: OVERVIEW, AUDIENCE PREFERENCES, SPECIFICS OF FUNCTIONING

The article is devoted to the study of popular global news telegram-channels, their impact on society, and the identification of advantages and disadvantages of this media format. The article examines prominent news channels such as The New York Times, BBC News, The Guardian, CNN and Reuters. Their features and differences are analyzed, the positive and negative aspects of using Telegram channels to receive news and information are described.

SPECIFICS OF PRESENTATION OF INFORMATION ABOUT RUSSIA'S WAR AGAINST UKRAINE ON THE RESOURCE OF THE “ASSOCIATED PRESS” INFORMATION AGENCY

Russia’s full-scale war against Ukraine has shaken stability and peace in the world. The daily destruction of infrastructure as a result of enemy shelling, the deaths of military and civilians, missile terror and other events at the front pose a threat not only to Ukraine but to the entire world. That is why this topic is in the field of view of all quality media in Ukraine and other countries, especially the United States. After all, it is America that is our main partner and actively assists in the fight against the enemy.

PAYWALL AS A MODEL OF FUNCTIONING FOREIGN AND UKRAINIAN ONLINE MEDIA

Mass media have undergone significant changes during the global development of the Internet. Easy access to content creation and distribution, blogging, social networks encouraged the media to search for new forms and methods of communication with the audience. The most affected by the changes were traditional media, in particular newspapers, which were forced to reduce their circulation or go online entirely. However, this format also needs to be changed due to financial problems. One of the common mechanisms of functioning in global online media is paid content, the so-called paywall.

SOLIPSISM AS A FACTOR IN CONTENT PERSONALIZATION: PRACTICE OF INTERNET JOURNALISM

There is little research on how online journalists work to convince the public, on how online media technologies work. This article presents the research results of theoretical research on the possibility of convincing users in the sociopolitical and socioeconomic aspects of understanding content.

LVIV REGIONAL MEDIA AND THEIR CONTENT FROM/FOR THE “PRIMARY CLIENT”

Over the years, experts from the Pylyp Orlyk Institute for Democracy (POID) have been conducting quantitative and qualitative monitoring of Ukraine's information space at the local level. By selecting certain regions, as well as print and online media in each of them, particular groups provide not only accounting and description of content – their task is to compare the results of regional newsrooms’ work.

INFORMATION GENRES OF MEDIA CONTENT IN THE STRUCTURE OF COMMUNICATION INNOVATIONS

Information genres as a platform for journalistic research are considered. The development of information genres in modern socio-economic realities is analyzed. It is hypothesized that with the capitalization of journalism, the possibilities of interviews and its varieties are expanded. Both interviews and reporting in modern capitalized media complement each other and help to optimize the presentation of content.

THE ROLE OF INSTAGRAM IN POPULARIZING JOURNALISTIC CONTENT

The social network Instagram has long gone beyond the entertainment platform where you can only share photos and short captions to them. Now it is a full-fledged resource for popularizing your own content and sharing it on other social platforms, in particular Facebook. Since its foundation in 2010, this social network regularly optimizes its functions, which simplifies the work for users. Today, every popular domestic media outlet, as well as many powerful persons of the state, is registered in Instagram and get things working well here.

THEORETICAL JUSTIFICATION PROBLEMS OF ORBITAL MASS MEDIA

Modern media not only (such as radio, newspapers, television or online journalism), but also the full range of media (e.g. theater, music, exhibitions, cinema, drama, opera, visual arts etc.) promote narrative – interpretive both the journalist and the audience the contexts of the realities referred to in the journalistic presentation. But with the introduction of holistic systems of ideologically united mass media, the narrative is no longer characterized by the temporality or length of interpretations.

Specificity of Coverage of Scientific and Popular Thematics on the Example of “Science and Technology” (BBC Ukraine) and “Techno” (New Time)

The article deals with the specifics of the coverage of popular science materials on the site of the BBC Ukraine and Novoe Vremya in the sections “Science and Technology” and “Techno”. Content of headings, frequency of output of materials, genres, specificity is analyzed. Emphasis is placed on the special role of popular science journalism in educating a new generation of scientists.