• Yevheniia Olehivna Kyianytsia
Keywords: Nevertheless, all these changes demonstrate the long-standing development of media communications, as well as the constant need for research of the processes taking place in the virtual world. Key words: media communication, content, targeting, information, society, media, digiitalization


The article deals with the paradigm of media communications with all its attributes as well as with the definition of the main concepts, the signs of modern mediology as a whole. Communication processes and translations of interesting and non-standard information that could "spread" through such content that would be saturated with language images backed up by music and endowed with the emotional component provided by creative approaches to content creation, quality targeting, and the study of the needs of differents contact groups.

Purpose. The main purpose of this work is to summarize information on the modernization of the old model of the media work, as well as proposals for the development of modern trends in the information and digital environment in the domestic media environment.

During our work we used the following methods: 1) empirical, in particular observation, which contributed to the understanding of the properties of media communications, as well as the processes occurring in the information-digital environment; 2) theoretical, the main of which are analysis, synthesis and generalization, which allowed us not only to understand the processed materials, but also to systematize them by forming a certain list of steps for updating the media communication from traditional mass media to the modern digitalization of development and consumption of information.

Results. The main result of our work is the formation of the main steps of restructuring the system of perception of information and digital space not only by the makers of different forms of content, but also directly to consumers of this content. During the work, we came to the conclusion that modern challenges in the conditions of globalization have positive and negative consequences for the participants of the media environment. On the one the media have the opportunity to continuously interact with their audience, operational feedback and a better understanding of their needs and requests. On the other hand, they found competitors for public attention in the face of new leaders of thoughts and lost the opportunity to broadcast news from top to bottom - now any publication of the media may be subject to consideration, commentary, criticism, etc.

Conclusions. Nevertheless, all these changes demonstrate the long-standing development of media communications, as well as the constant need for research of the processes taking place in the virtual world.


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