Social networks as a source of information and a modern tool in the journalist’s work
Students Name: Zihanshyna Anna Yevhenivna
Qualification Level: magister
Speciality: Journalism
Institute: Institute of Jurisprudence and Psychology
Mode of Study: full
Academic Year: 2022-2023 н.р.
Language of Defence: ukrainian
Abstract: The development of social networks has greatly facilitated the work of modern journalists. Today, "Facebook", "Instagram" or "Twitter" successfully combine modern technologies, efficiency, and versatility. Therefore, more and more TV channels are trying to connect their work directly with social networks. Online platforms provide useful analytics and collection of indicators that media sites and brands can use to determine audience preferences [1, p.239]. Thanks to the official media pages on social networks, people can learn about the journalist or media, read the material, collect feedback, etc. By spreading content through social networks, the media does not work for a certain audience, but for all age groups. It is worth noting that modern journalists successfully use the possibilities of social media - promoting business, popularizing brands, own image, etc. [2, p.136]. Today, we can observe the rapprochement of mass media with the audience. As O. Talanchuk notes, "a social network is a structure based precisely on human connections or mutual interests [3]. This explains the phenomenal popularity of the World Wide Web in general and social networks. If a journalist learns the specifics and technology of online platforms, work with the audience will have even more successful results. The main functions of social networks: moderation of comments, instant response to changes in audience behavior and adjustment of media activities, conducting surveys and contests, the ability to quickly respond to news; maintaining contact with newsmakers, turning the news feed into a source of information, drawing attention to the main media site, developing the journalist’s personal brand, studying the interests of the audience based on the number of likes and comments, forming a system of incentives for journalistic work depending on the number of likes and reposts [4, p. .92]. Among the most popular Internet services for promoting mass media content are Facebook, Instagram, and Twitter. In order to effectively promote one’s own content through social networks, it is necessary to correctly determine which platform is suitable for this. So, for example, in "Instagram" an attractive picture and the quality of photo content are valued. Although text posts are also often posted on this platform, the image remains the main aspect. Therefore, a journalist must correctly imagine not only his target audience for which he works, but also the forms of dialogue with it. [5, p. 21]. The object of the research is the official pages of the Ukrainian TV channels "1+1" and "STB" on "Facebook", "Instagram". The subject of the research: analysis of the principles of formation and features of the content selected for the analysis of Ukrainian TV channels in social networks. The purpose of the research is to establish the features of social networks as a media information tool. A comprehensive, detailed study of the history of the development of social networks and their functions in the media space. Ukrainian TV channels "1+1" and "STB" use their own official pages on social networks "Facebook" and "Instagram" as an effective channel of communication with the audience. Mass media not only maintain official pages in these social networks, but also try to adapt content according to the format of social networks. "1+1" and "STB" use "Facebook" and "Instagram" precisely to represent their own content. Typically, followers see a headline, a photo, and a note in a Facebook and Instagram feed. To diversify the content, TV channels publish posts with a series of pictures. Also, to diversify the content, "1+1" and "STB" publish videos with a duration of no more than 5 minutes. Subscribers of "1+1" and "STB" respond most actively to publications about the war in Ukraine. Posts on this topic usually get the most likes, comments, and views. Keywords: social networks, journalist, mass media, TV channel, post, content, note, photo series. List of used sources: 1. Bondarenko T.G. Ways of attracting the attention of the Internet audience. Scientific notes of the Institute of Journalism of Taras Shevchenko Kyiv National University. Kyiv, 2016. P. 255. 2. Yezhova L.F. Information marketing: training. manual K.: KNEU, 2002. P. 560. 3. Talanchuk O.B. The image of the library in social networks. The image of the book collection and library worker in modern society. URL: http://lib.khnu.km.ua/about_library/metodob/Buleten15/buleten15.htm# 4.Potyatinyk B. V. Internet journalism: teaching. manual Lviv, PAIS, 2010. P. 246 p. 5. Chabanenko M. Fundamentals of Internet journalism. Zaporizhzhia, Prosvita, 2013. P. 42.