THE IMPACT OF SOCIAL MEDIA ON MODERN COMMUNICATION

Abstract

The article is devoted to the study of the functioning of social media in the space of network communications, the characteristics of audience behavior and motivation for choosing a source of information in each of them. The authors consider social media as the basis of network communication, comparing their communicative specifics with the features of mass media on which the linear model of communication is based. The role of social media in political, sociocultural and marketing network communications at the present stage of their development is studied. The article touches on the issues of convergence of mass media and social media, as well as the evolution of social networks as a form of social media.