MEDIA TRANSFORMATION IN THE CONTEXT OF DIGITAL TRANSFORMATION

Abstract

The relevance of the topic of the article is due to the fact that currently in modern society; digitalization processes are very active, which affect almost all areas of life, including the media, gradually transforming them into digital technologies. The process of media transformation is carried out through the introduction of new digital technologies in the mass media, one of the most important technologies is the global Internet. It is noted that this situation has had a significant impact on the media market, as well as on the advertising market, which is forced to adapt to the new conditions for organizing their activities. Also, the transformation of the media has exacerbated the problem of the digital divide, and its solution is seen in a systematic increase in the number of users of digital content. The article formulates and justifies the conclusion that the most popular media are those that have groups and channels in social networks and other applications installed on mobile devices. This is due not only to the popularity of such devices, but also to the possibility of individualizing information on the principle of contextual advertising. This principle allows to provide a target audience.