SPECIFICITY OF PROMOTION OF MODERN MEDIA IN SOCIAL NETWORKS

Muzafarov Vladislav Ralifovich

The article is devoted to the study of methodological issues of organizing media promotion in social networks, which are determined by the specifics of the functioning of social media, changes in the culture of media consumption in connection with the general digital transformation. Leading federal and regional media use the capabilities of social networking platforms that allow them to directly reach their audience, while the choice of social networks is determined by the interests of a particular consumer. However, among such specific features of media promotion, one can highlight not only the principle of duplicating the content of traditional media in social networks, but also its significant information reduction, along the path of the algorithm for the development of a social network in order to attract the reader's attention to the main source. As a conclusion, the author formulates the thesis that the fusion of mass media and social networks has not only changed the way information is disseminated, but also led to the creation of a more complex and multi-level system of media and mass media at all levels, where each participant plays its own unique role.

Keywords:media, mass media, digitalization, mass media, social networks, SMM.