Цінності поколінь X, Y та Z в Україні

In recent years, the collection of data from social networks has increased sharply due to the diffusion of the internet and portable electronic devices. Data from social networks may represent a useful information source to investigate user opinions on web pages. Social network users can declare their preferences by clicking “Like” on a web page. This paper focuses on user’s “Likes” on social network pages by collecting the information given by users to social network pages with similar contents. Building on the user’s propensity to “Like” pages with analogous content, we suggest a procedure to assign a plausible opinion to pages that the user did not “Like.” Using this procedure, the absence of “Like” on a social network page is assigned with a negative (“Dislike”) or a neutral (“Nothing”) opinion. An application of the approach to data from social network pages on Italian television channels is shown.

Nowadays, online social networks (OSNs) become a part of human life. People use the OSNs for different purposes such as working, entertainment and so on. However, existing OSNs feed too much information into an audience's social network page without recognized the audience's situation or the audience's desire. This problem, called information overload, is a weak point of current OSNs. Our ultimate goal is to change traditional feeding information used in existing OSNs to a new type of feeding information by filtering out inconsistent information with the audience's situation. Therefore, this paper aims to prepare necessary features used in filtering information to get consistent information with the audience's situation. We also study behavior of audience in several aspects by analysis characteristic of post. The result indicates that three features are essential for the audience's decision to allow a post to be displayed on the audience's social network page, which are n1 (topic of post), n0 (audience's current situation), and n2 (type of relationship between audience and creator). Furthermore, other factors such as the number of times which a post is reviewed by the audience, age and, career have an impact on the audience's decision.

Scientific problem. The paper notes that the desire of Ukrainian universities to carry out PR-activities in social media is correlated with the tendencies of PR activity of European and American universities. However, the lack of specialists in digital communications (SMM) within the staff of universities makes it possible to characterize their activity in social media as being carried out without a clear definition of goals and using limited tools. Due to the lack of strategic planning, we observe low communication efficiency of using social media. Novelty. The brand pages of Ukrainian universities in social networks are analyzed, quantitative characteristics and content topics are investigated. Recommendations are developed for improving the efficiency of communication and updating the style of content on the brand pages of universities in social networks. Research methodology. The official accounts of Ukrainian classical and technical universities in social networks (Facebook, YouTube, Twitter and Instagram) are discovered and analyzed the statistics of these pages. Based on the statistical data and the method of observation, brand pages of universities in social networks are defined in which are active and promising for the promotion of the communication strategy of universities, and which social networks have lost popularity among target audiences. In addition, the analysis of the contents of Facebook brand pages is done. The basic statistics is graphically presented in four tables, which allow comparing the PR activity of the universities in social media. Results. For the effectiveness of PR in social media, it is necessary to increase the activity of followers, to distribute different content in the information and comment on the publications. It is proved that the lack of strategic planning of communicative activity in social networks negatively affects the results of both large PR campaigns and the effectiveness of communications for informational support of university activities. The main shortcomings in creating the content of the university's PR services and the main trends in writing messages in the Facebook news are revealed. The practical significance. The detailed study of the PR-practice of the universities makes it possible to develop recommendations for increasing the effectiveness of promote brand pages in social networks.

The role of social networks in shaping the SMM business strategy is argued. The study of the main development trends and motives for using social networks by users is conducted and it is shown that social media is an effective tool for promoting business and improving marketing communications. The main arguments in favor of various social networks expressed by users are considered. The study of the level of engagement with content among subscribers of brand pages in social networks by different industries is conducted and the potential for business promotion is determined. The main metrics used to assess the effectiveness of marketing efforts in social media are identified. A practical study of the effectiveness of using social networks using the example of sportswear brands is conducted. Recommendations are provided for improving business promotion in social media to improve subscriber engagement indicators, as well as the formation and development of a digital marketing communications system.

The purpose of the article is to highlight the online representation of Ukrainian libraries in the conditions of quarantine restrictions and martial law, to analyze the subject of the presented content. The methodological basis of the article was institutional, systemic, structural-functional and socio-communication approaches. Analysis, cognitive, synthesis, generalization and librarian methods are also applied. The scientific novelty of the study consists in arguing for the adaptation of the functioning of Ukrainian libraries in the conditions of quarantine restrictions and martial law of the library of Ukraine, when they reoriented their work to a remote form and offered online services and electronic products, actively started blogs, pages in social networks and created YouTube channels. Conclusions. On the website, blogs, pages of social networks, in a difficult period of social upheavals, the libraries of Ukraine cover both news of library life, as well as educational, entertainment, information, and local history materials. The bibliographic, factographic, and multimedia products created help to represent the cultural life of communities, creative, literary, and cultural achievements of prominent regions and present the best assets of Ukraine to the world. The epidemic, and then the full-scale war, put Ukrainian libraries in a situation where it is necessary to quickly respond to the urgent needs of society and do it mainly with the help of online services. This is what became for the majority a test of viability and stability, of professionalism and demand. During this time, most of the important and necessary resources were created, blogs, pages were launched in various social networks, YouTube channels were established, and new information technologies and products were actively introduced into library processes. Ukrainian libraries will be in demand and useful only through active development in the digital age. Keywords: libraries of Ukraine, library affair, information society, content, digitization, library website, digitization.

The article deals with the reasons of the low degree of involvement of young people in scientific activities. It is noted that the popularization of this direction helps to improve not only economic, technological and other indicators, but also the whole social life. The involvement of young people, and in particular students, in research activities plays a huge role, as implemented developments often carry an innovative approach and allow to develop several possible variations not only to solve urgent problems, but also for their further integration into other priority areas. This paper describes the reasons why there is a fairly low level of student activity in scientific, research and project activities. Studying the aspects of this problem, the above is confirmed by the sociological research in the form of a questionnaire, which allows to identify the degree of motivation among students. It is fixed that at this stage it is difficult to use the means of motivation in full on the basis of the lack of a resource that can contribute to this and bring information to the audience. It is concluded that the basic source is necessary for the actualization of a particular direction. In the age of information and technological progress communication in society, the development and promotion of various ideas and directions is achieved through the use of the media component [3]. Various ways of solution are considered and as the most optimal it was revealed that the source, which will serve as a tool for the dissemination of information about research activities, is a website on the Internet, and the means of its actualization in the appropriate target audience can be designated pages in social networks. It is also noted that the development of the above resources in the social network is the most effective, as young people devote an impressive amount of time to social networks and they are the main source of information for them. The author believes that the introduction and distribution of content about various competitions, conferences, exhibitions and competitions actualizes scientific activities.

The paper analyses the linguistic means used to denote the military of the Ukrainian army within the discourse of the Russia-Ukraine armed conflict. The military conflict that has been ongoing since 2014 has affected the linguistic picture of Ukrainian society. In the media space, a complex of linguistic means is formed, reflecting the armed and information confrontation. A special role is played by linguistic units that objectify the positive image of a warrior of his own army. The purpose of the paper is to model the structure of the lexical-semantic group “WARRIORS” in the discourse of the Russia-Ukraine information war. For this purpose, the texts of Ukrainian information portals and pages in social networks are analysed, as a result of which 90 lexemes and collocations to denote the military of the Ukrainian army are recorded. As a result of the analysis, the structure of the lexico-semantic group “WARRIORS” as a component of the “DEFENDER” microfield within the lexical-semantic field “WAR” is modelled. A semantic-cognitive analysis of the DEFENDER and WARRIOR concepts in the discourse of information war is carried out. The results of the analysis show that the linguistic designation of the defender in the modern Ukrainian media discourse coincides with the traditional picture of the world of speakers, according to which the warrior of his own army is endowed with exclusively positive qualities. Within the lexical-semantic group “WARRIORS” two types of microgroups are distinguished: for designations of general concepts and specialized designations – with approximately the same set of constituents – 46 and 44 units, respectively. In each of these types, 10 lexical-semantic microgroups are allocated. It is established that in the analysed media space both ready-made nominative units and morphological innovations are used to denote the defender. The use of paraphrases and metaphorical collocations is common. The influence of socially important events on the choice of language units for the designation of the military is also recorded.

Objectively assessing the contribution of outreach activities and the popularization of scientific achievements in the development of modern society, the Institute of Biomedical Problems has been actively working in this direction for many years. Effective interaction of the Institute with Russian and foreign mass media is being implemented. Much attention is paid to maintaining Internet resources and pages in social networks. Publication activity (preparation and printing of informational articles, booklets, books, etc.) makes it possible to acquaint a wide range of readers with the achievements of space biology and medicine. A significant amount of work is carried out on the organization of exhibitions (both innovative technologies and museum and educational). The Institute pays much attention to the formation of educational content and lecture activities. An important area is the development of cooperation with public organizations in the field of cosmonautics. The Institute widely uses not only traditional and customary methods in this work, but also develops and applies new approaches, technological and methodological techniques.

This paper describes and evaluates privacy-friendly methods for extracting quasi-social networks from browser behavior on user-generated content sites, for the purpose of finding good audiences for brand advertising (as opposed to click maximizing, for example). Targeting social-network neighbors resonates well with advertisers, and on-line browsing behavior data counterintuitively can allow the identification of good audiences anonymously. Besides being one of the first papers to our knowledge on data mining for on-line brand advertising, this paper makes several important contributions. We introduce a framework for evaluating brand audiences, in analogy to predictive-modeling holdout evaluation. We introduce methods for extracting quasi-social networks from data on visitations to social networking pages, without collecting any information on the identities of the browsers or the content of the social-network pages. We introduce measures of brand proximity in the network, and show that audiences with high brand proximity indeed show substantially higher brand affinity. Finally, we provide evidence that the quasi-social network embeds a true social network, which along with results from social theory offers one explanation for the increase in brand affinity of the selected audiences.

Contemporary network society with the exclusive role of Internet communications is significantly changing all spheres of life, opening up additional opportunities for manipulating public consciousness through virtual channels. The article looks into the religious aspect of self-presentation 0f several leaders 0f the Chechen Republic in the s0cial netw0rks and c0nsiders h0w the “religi0us factor” is actualized 0n the Internet pages 0f the p0litical and religi0us elite 0f the republic. The social political analysis of the views and attitudes of elite groups allows us to determine the development vectors of the regional community and to predict emerging problems, the main characteristics and elements of which are reflected on social network pages. The article presents the results of a sociological study of Internet activity of the Chechen elite on the VKontakte, Instagram and Telegram pages. The study was based on network analysis, that is, a noncontact method of digital sociology, taking into account the normative, visual and substantial aspects of the presentation of the studied objects. The following political and religious leaders of the Chechen Republic were chosen: Ramzan Kadyrov, the Head of the Chechen Republic, Muslim Khuchiev, the Chairman of the Chechen Government, Adam Shakhidov, the Advisor to the leader of the Chechen Republic on religious issues, and Salah Mezhiev, Mufti of the Chechen Republic. The analysis of their publication activity and textual content of comments was carried out, which allowed us to identify the key strategies for incorporating religious resource in the regional identity policy. As a result of the study, the high significance of the religious resource for the ideological substantiation of political actions of the regional elite was revealed. Moreover, the reference to the religious context is instrumentalistic and is determined by the political conjuncture. In conclusion, the most problematic points of religious discourse of the Chechen leaders are indicated.

The digital age brings new technologies that influence the work of professional journalists by providing new opportunities whilst touching also upon the methods and the speed of spreading the information, the communication with the audience, the technologies used by journalist and the media formats. The study has two main purposes: to analyze the new mass media formats and their and to observe how well they are represented in Azerbaijan’s mass media. In order to reach these goals, selected literature was reviewed in connection to the topic and mass media websites were observed in Azerbaijan’s online landscape, as well as the presence of mass media in social networks. The result of this analysis is that due to technological development journalists started to use formats more connected with new technologies such as artificial intelligence and virtual reality. In Azerbaijan’s particular case, the main finding is that the digital media formats are present in mainstream websites and social networks pages with the opportunities that they offer.

For centuries, Italy has been the benchmark for the high fashion and luxury sector, and while the ownership of the firms is often no longer totally Italian, the majority of the production is still “made in Italy”. During the financial crisis, the luxury industry has not been affected by downturn much, also thanks to “Millennials”, who assign a symbolic meaning to luxury goods as they endow relevance to virtual windows created by social networks. The brands capable of seizing the opportunity of digital communication (i.e. e-commerce; social network pages; sponsorships and commercial agreements with “influencers”; etc.) have overcome the adverse economic cycle rapidly.

<p>В статье анализируется феномен мобилографии в контексте современной молодежной культурной среды и в тесной взаимосвязи с проблемой культурной идентичности. Авторы выдвигают предположение о том, что мобильная фотография на данном этапе развития общества способна служить одним из средств культурной самоидентификации молодежи, способов ее выстраивания и форм репрезентации.</p><p>Культурная идентичность понимается авторами как интерсубъективная сторона культуры или культура, специфическим образом интериоризированная. Мобилография (мобильная фотография) — собирательное название, которым обозначают фотографии, сделанные на устройство, не предназначенное для профессионального фотографирования, — явление, достигшее огромнейших масштабов в последние годы.</p><p>Феномен мобилографии анализируется с помощью семиотического, структурного и культурологического методов. Приводятся результаты эмпирического исследования авторов (2015 г.) с целью выявления новых специфических форм репрезентации культурной идентичности посредством определенных жанров любительской фотографии и их авторская классификация. Исследование проводилось на основе фотографий, опубликованных на личных страницах россиян в возрасте от 16 до 30 лет в социальных сетях «ВКонтакте», «Одноклассники», Instagram, Flickr. Данные социальные сети были избраны ввиду наибольшей популярности среди российской молодежи и обилия фотоконтента. В итоге были изучены и интерпретированы 1000 фотографий, сделанных на мобильный телефон владельцами 100 аккаунтов и блогов.</p><p>Авторы отмечают, что реализация и презентация культурной идентичности посредством мобильной фотографии происходит прежде всего через идентификацию представителей молодого поколения с отчим домом, малой родиной и большой родиной; знаковыми историческими событиями и людьми; объектами культурного и природного наследия. К креативным формам, акцентуирующим презентацию культурной идентичности, авторы относят постановочные фотографии, флешмобы, фотоакции и другие виды экспрессивной фотографии.</p><p>Исследование показало, что феномен мобильной фотографии выступает важным способом самоопределения и самопрезентации молодых людей в культуре, трансформируя процессы приобретения идентичности, в частности культурной.</p>

조직유효성(직무만족, 조직몰입)은 기업 경쟁력 가치사슬의 근간을 이루기 때문에, 조직성과모델의 중요한 선행변수이다. 그래서 많은 연구들에서 조직유효성의 원인들을 규명하고자 하였는데, 주로 인적자원관리 변수들인 직무특성(자율성, 책임감, 도전심), 임금, 승진, 복지정책이나 관계 변수들로 상사의 리더십이나 동료 관계 등을 논의하였다. 한편 조직구성원들의 구직 경로에 관한 기존 연구들은 취업 희망자들이 구직 정보에 대한 불확실성과 비대칭성을 줄이기 위해서 다양한 사회적 네트워크-개인적 친분, 부모, 친구, 이웃 등을 활용하는 것이 효과적이라는 결과를 제시하고 있다. 이 연구는 앞서 언급한 두 가지 개념을 사회적 자원동원 관점에서 통합적 시각에서 접근하였다. 즉, 사회적 네트워크를 통한 구직과 조직유효성의 관계를 논의하였다. 이를 위해 문헌들을 고찰하고, 사회적 네트워크를 통한 구직과 조직유효성의 관계에 관한 이론을 구축하여 명제들을 제안하였다. 주요 연구내용 및 결과는 다음과 같다. 첫째, 구직의 사회적 네트워크 이론으로 균형이론, 약한 유대의 강함, 사회적 자원동원이론 등을 고찰하였다. 그리고 사회적 네트워크를 통한 구직 유형을 사회 유대관계 차원(약함과 강함)과 사회 위치적 차원(부모와 자신의 사회적 지위)을 기준으로 구분하여, 네 가지 구직 유형을 제시하였다. 둘째, 직무만족에 관한 기존 연구들을 고찰하고, 앞서 제시한 구직 유형들과의 관련성을 제시하였다. 네 가지 유형 가운데 구직자 부모의 사회적 지위가 높고, 부모가 다양한 네트워크를 보유할수록, 구직자는 더 좋은 직장에 입사할 가능성과 직무에 대한 만족도가 클 수 있다는 점을 제시하였다. 그 이유로 부모의 사회적 네트워크를 통해 구직에 관한 광범위하고 다량의 정보수집 효과와 구직자의 임금, 조직 현실 등에 관한 정보 확실성, 면역효과, 그리고 인지부조화 등을 논의하였다. 셋째, 조직몰입에 관한 기존 연구들을 고찰하고, 사회적 네트워크를 통한 구직과의 관련성을 제시하였다. 결론적으로 사회적 네트워크를 통해 구직한 구성원은 조직에서 지속적으로 근무하고자 하는 지속적 몰입과 도덕적 의무감에 의한 규범적 몰입이 높다는 점이다. 그 이유로 사회적 네트워크 구직 비용, 심리적 계약이론, 규범적 몰입의 도덕적 측면 등을 논의하였다. 마지막으로 연구의 시사점 및 한계점 그리고 향후 실증분석을 위한 측정도구들과 방법들을 논의하였다.This study discussed the relationship between job seeking via social networks and organizational effectiveness. The antecedents of job satisfaction and organizational commitment, which are variables of organizational effectiveness, have been discussed mainly on HR variables such as job characteristics, wages, and the company s promotion policy and welfare policy. In this study, it was hypothesized that the organizational effectiveness of employees may be determined by whether they mobilize networks based social resources or not, when they land a job. In terms of social resource mobilization perspective, this study built a theory on the relationship between job seeking via social networks and organizational effectiveness. To verify the relationship, the literatures on the concept of social networks and the types of job seeking via social networks were reviewed, after which the propositions between job seeking via social networks and organizational effectiveness was theoretically suggested. The results of this study are as follows. (i) Based on two dimensions (relational dimension (strong tie or weak tie) and positional dimension (social position of parents or social position of me)), four distinctive types of job seeking via social networks were suggested. (ii) Among the four types of job seeking identified, the higher the social status of the job seeker s parents was and the wider their social network was, the higher the chance the job seeker had of landing a better job and the higher his job satisfaction was. (iii) Job seekers who landed a job via their social network usually demonstrated a higher level of continuance commitment and normative commitment. (iv) Finally, the implications and limitations of this study, as well as suggestions for further study, were presented.

The article examines various aspects of the application of special knowledge and scientific and technical means in criminal proceedings, including at the stage of pre-trial investigation. The development of science and technology creates significant conditions and opportunities to ensure the completeness, comprehensiveness and objectivity of pre-trial and judicial investigation in specific criminal cases, in general, contribute to improving the scientific, technical and methodological level of investigative and judicial activities. Therefore, today it is especially important to find new ways to solve long-standing problems of improving the activities for the detection and investigation of crimes and ensuring the inevitable responsibility for their commission. Digitalization and technicalization of public life leads to the emergence of new ways of committing criminal offenses, and hence to the development and improvement of methods, techniques and tools for their prevention, detection and investigation. The author focuses on the possibilities of using data obtained from the Internet on pages in social networks to ensure the collection of evidence for the investigation and detection of criminal offenses. Emphasizes the importance of training and methodological support for law enforcement officers on the detection, reading, storage and reproduction of information obtained from technical devices. The author also considers the improvement of audio, photo and video surveillance systems in public places to be promising. Studies show that video surveillance systems are effective preventive measures, as well as response measures to protect citizens and ensure a sense of security.