MEDIACOMMUNICATION AS A COMPONENT OF THE PROFESSIONAL ACTIVITY OF A SPECIALIST IN THE FIELD OF FILM INDUSTRY PROMOTION

Abstract

The article describes the role of modern media in the work of the film industry, as well as the change of the communicative paradigm in promotion from text to visual. It is the visual field of modern social networks that forms the cultural identity of society, as well as contributes to the emergence of new social roles of users involved in both the creation and distribution of content. The article highlights the variety of tools available in the arsenal of social media – from targeted advertising and integration into organic content to influencer marketing and interactive campaigns. Ultimately, the work focuses on the fact that understanding the specifics of each social platform, the art of establishing interactions with the audience and creating engaging content are determining factors in the desire of film production organizations to achieve rapid and significant results in their marketing efforts. The text highlights the way the visual content of social networks currently contributes to the formation of cultural identity of various groups in society.