Abstract
The article considers the discourse of social media and their basic characteristics. The author determines the potential of new social media as a means of forming public opinion in society. The interaction between globalization, the transformation of communication mechanisms and the emergence of new opportunities for coordinating social activity is revealed. The research covers the problem of the low quality of new media content in transitional societies. Based on the relevant media technology, it is expected the intensification of interactive interaction between modern sociocultural actors – influencers, bloggers, designers, thought leaders, the state, and business – which will act as a method attracting mass attention to socially significant issues, as well as a potential methodology for criticizing the hedonistic ecosystem of society. The author finds the potential of new media in achieving the goals of sustainable development and their immanent relations with modern democracy and emergent social movements.
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