Media in the Structure of Metaverse and Control of Digital Communication

Abstract

The article examines the attempts to create metaverses and the transformation of the media existence conditions and society in terms of the rapid transition of everyday actions into digital formats. Today, there is an obvious trend towards involving governments in digital media communications while increasing regulation of digital platforms. However, in a world of growing media diversity and the involvement of an increasing number of people involved into creation of digital content, it is difficult to exercise control. Moreover, the forecasts of sociologists and futurologists regarding the dangers to society are disappointing. In the article, the author tried to identify the factors and characterize the most obvious media practices of communication transformation. The article identifies the media trends that appeared during the metaverses creation and transition of social practices to the digital world. Summarizing the analysis of media practices, content analysis of media publications on the topic of technological progress and statistical data, the author of the article emphasizes that the process of creating digital ecosystems and metaverses is not a technological process, but primarily a cultural one. In addition, enhancing digital technologies changes not only the life of an individual, but also political systems.