Social Network Pages Research Articles

Innovative Activities of Libraries in Conditions of Digital Society

The purpose of the work is to highlight the activities of libraries as one of the oldest socio-cultural institutions and the peculiarities of their innovative activities in the conditions of the digital society. Research methodology is based on the application of general scientific and special methods of cognition, in particular terminological, systemic approach, analysis, synthesis, logical method, method of visualisation of research results. Methods of content analysis, comparative and analytical monitoring of Internet resources of Ukrainian libraries have also been used. The scientific novelty consists in the expansion of ideas about the realities of the transformation of the activities of libraries and their entry into the socio-cultural space and the functioning of libraries in the conditions of the digital society. Conclusions. In the 21st century, in the conditions of the digital society, the activities of libraries are being transformed and they are becoming centres of not only scientific, but also socially significant information. Forms and types of work with users are changing. Among the new forms of user service, virtual exhibitions, online tours, presentations, video lectures, open access to digital collections have already become popular. Such innovative forms of work as book crossing, book trailer, bibliofresh, quest, library flash mob, information briefing, coworking, coaching are gaining momentum. Electronic libraries that can provide ubiquitous and round-the-clock access to documents of various formats (text, diagram, audio, video data) are becoming popular. World experience shows that an important step in the development of libraries and their provision of information needs of users is the mandatory creation of information-library networks, the search for and implementation of new forms of work. The introduction of the latest information technologies helps to create virtual libraries, blogs, pages in social networks. Key words: library, information technologies, socio-cultural space, innovative forms of work, electronic library.

E-government as a tool for communication with young people: legal aspects

Objective: The relevance of the topic is determined by the need to consider e-government not only as a tool for providing public services but also as a channel of communication with the population, especially young people.
 Methods: The authors use methods of analysis and synthesis to summarize the experience of different countries, as well as statistical and comparative methods. The source analysis method is also used.
 Results: It is determined that despite the established format of interaction, the "State – Electronic Government – Citizens" model takes a step towards the principles of information openness of state bodies. It will concentrate all information in one source, which is an advantage in terms of approaches to publicizing the activities of the state through independent websites or social network pages for individual bodies and departments at the federal and regional levels.
 Conclusion: E-government promotes the development of democratic values, allows the building of a trusting attitude of citizens towards political and state institutions, and receives information in a way convenient for citizens. The new culture of interaction between the state and citizens, despite all the advantages, takes a long time to implement. First of all, it is worth focusing on youth, since young people have all the necessary competencies, and communication with young people will increase the level of trust in official information broadcast by the state.

ПРОСУВАННЯ КОМУНІКАЦІЙНОЇ АГЕНЦІЇ У СОЦІАЛЬНИХ МЕРЕЖАХ

The article provides a modern trends in the use of Internet platforms in Ukraine, such as: Facebook, Instagram, YouTube. An express characterization of the leading PR agencies of Ukraine was carried out in order to determine the directions of their activities and the implementation of key business projects, as well as their presence in social networks. The promotion in social networks of the PR agency «Newsfront Communications Agency» was studied in more detail in terms of such aspects as: purpose, goals, trends of work with the media environment, main business processes, economic, social and communicative effectiveness. The nature of publications, subscribers, shares and likes of the agency's pages in social networks for 2023 was analyzed. The need to intensify the promotion of one's own brand in social networks has been established. For this purpose, the basic components of the PR campaign for "Newsfront Communications Agency" were developed; specified goals, target audience. A creative brief was developed for the creation of a Key Visual for an online conference of patriotic orientation as a tool for the communication agency's role in social networks.

CURRENT METHODS OF COMMUNICATION OF PUBLIC POLITICIANS OF MOSCOW WITH CITIZENS IN THE INTERNET SPACE (ON THE EXAMPLE OF THE ELECTIONS TO THE STATE DUMA IN 2021)

The digital transformation of all spheres of society has led to the need to develop Internet communications and increase the importance of social networks as platforms for discussing and broadcasting positions. The purpose of this work is to analyze and evaluate the activity of public politicians in Moscow in social networks to develop practical recommendations for conducting Internet communications. In the course of the research, the authors of the article used structural-functional and systematic approaches to determine the key parameters of building communications in the virtual space; discourse analysis and technologies of social media predictive analytics to study the posted content, its tonality and the dynamics of discussions both in social media and on the Internet in general; as well as classification and generalization methods for highlighting the main types of page maintenance by public politicians in social networks. The set of methods used made it possible to give a comprehensive assessment of the positioning of public politicians in the Internet space. In the course of the study, a qualitative and quantitative analysis of the content posted on social media by both public politicians on the pages of their own social networks and the audience discussing their activities was carried out; the types of maintaining pages in social networks by politicians of different levels are highlighted: federal, regional and municipal; the strengths and weaknesses of each type are identified. The authors of the article analyzed the main indicators that determine the effectiveness of public politicians' pages in social networks, identified the most popular communication platforms, developed recommendations and techniques for Internet communication of public politicians in Moscow with citizens. The results obtained in the course of the study can be used by public politicians in their activities both in the context of the implementation of election campaigns, and for regular interaction with their audience, as well as by research scientists for further in-depth study.

The role of marketing strategy in the activities of medical institutions under the conditions of COVID-19

The article is devoted to the topical issues of analyzing the impact of COVID-19 on the marketing activities of medical institutions. Attention is paid to the analysis of the main innovations in the field of medical marketing that arose in response to the challenges caused by the coronavirus pandemic. Changes in society's priorities were analyzed, as well as ways of adapting the marketing activities of business entities in the health care sector were investigated. Determinants of the micro- and macro-environment of medical institutions, which significantly affect the functioning of such institutions in the conditions of challenges of a different nature, in particular in the conditions of epidemics, are determined. An analysis of the competitiveness of a separate medical institution in the region of Ukraine was carried out. The authors proposed an innovative version of Maslow's matrix, which in its essence is more about safe behavior and physiological needs of the consumer. The authors paid attention to the peculiarities of maintaining pages in social networks, setting up targeted advertising, development of health care sites, partnership between medical institutions, virtual assistance of doctors and other important parameters of marketing activity. Three main interrelated topics were chosen for social media posts: COVID-19, hospital, laboratory. Based on the results of the research, recommendations were developed for improving the marketing activities of a private medical center in the context of a pandemic. The authors developed a media plan for the popularization of a comprehensive examination of the human body after suffering from the coronavirus disease. Using the example of a medical center, the implementation of new marketing trends in the work of a medical institution is described (digitalization, updating pages in social networks, implementation of online patient records, maintenance of expert accounts). Outcomes were assessed by monitoring the number of patient records. The effectiveness of the implementation of marketing innovations in the activities of these business entities in the conditions of pandemic challenges has been proven. The advantages of introducing such innovations into the activities of medical institutions and the prospects for their improvement have been studied

POSITIONING OF THE ARCHIVE IN THE INTERNET SPACE (USING THE EXAMPLE OF THE OFFICIAL PAGES OF THE UNITED STATE ARCHIVE OF THE ORENBURG REGION IN SOCIAL NETWORKS)

The article highlights the activities of the archive to popularize retrospective information in the Internet space on the example of the official accounts of the institution in social networks. The author comes to the conclusion that maintaining archives of pages in social networks contributes to the expansion of the target audience of the archive, makes historical sources available to anyone and contributes to the formation of a positive image of the organization in society.

Застосування інструментів та методів цифрового маркетингу в управлінні підприємством

In recent decades, digitalization processes have had a significant impact on all spheres of social life and determined the need for digital transformation of marketing tools. Today, the choice of opportunities for optimal application of digital marketing tools and methods for effectively managing activities is relevant for enterprises. The purpose of the article is to systematize the methods, tools and techniques of digital marketing for their practical application in the management of enterprise activities. Modern methods and tools of digital marketing are classified, and the most effective methods that should be applied at each of the stages in the process of managing enterprises and promoting goods to the market are singled out. Digital marketing has been identified as using five digital channels. Digital marketing tools are proposed to be divided into three main groups: paid resources; own resources, including sites and pages in social networks; acquired resources. In managing the enterprise, one should search for the optimal ratio between these groups. Several effects that should be expected in the course of the introduction of new digital technologies in the field of marketing have been identified, in particular, the extension of relations with customers, personalization, and improvement of quality and service. Digital marketing trends that should be considered in 2023 when building a business management system are highlighted. These include artificial intelligence, conversational marketing, omnichannel, voice search optimization, and influence marketing. It was established that the successful functioning of enterprises requires a quick response to challenges and changes in the environment; accordingly, the formation of business decisions in the management system of enterprises should be based on analytical data in digital channels of interaction with consumers.

Research of accessibility to inclusive medicine through the prism of marketing analysis

Part of the results of the research conducted by the authors with the aim of identifying the needs of persons with disabilities in relation to medical services are presented. The analysis of scientific works revealed a lack of research on the current state of accessibility of medical services for persons with special needs at the regional level. The purpose of the article was to identify the level of availability of medical services for persons with special needs at the regional level and to develop the recommendations based on the results of the study. The following methods were used: analysis of secondary information; survey using a questionnaire; statistical method; method of comparative analysis; synthesis; generalization; observation (analysis of information posted on the websites and official pages in social networks of the subjects under study); grouping. The analysis of the information obtained during the observation and survey revealed that the highest level of accessibility of buildings for persons with special needs in the studied UTC is characteristic of medical institutions (0.9), the lowest level of accessibility - educational institutions of UTC (0.5). In the course of the observation, it was found that the majority of dispensaries in the investigated territorial communities are equipped with accessible toilets (mostly, urban territorial communities), the ramps and stairs meet the requirements, and there are informational signs. At the same time, the issues of providing parking spaces, sufficient space in the corridors for the unhindered movement of people with limited mobility, sufficient width of the doorways to specialist offices, the presence of a call button and signs in Braille, sound notification for people with hearing and vision problems, the serviceability of elevators in more than single-story medical facilities. Half of the interviewed persons with special needs living in the studied UTC believe that the availability of quality medical care for persons with disabilities is equal in their community and is provided in a timely manner, so there is still potential for improving both medical services and their accessibility. In order to improve the accessibility of services for people with disabilities, the respondents indicated the importance of having accessible transport in the community and expanding the range of medical services for people with disabilities. Further research will be devoted to the analysis of the accessibility of educational institutions of territorial communities for persons with special needs.

МЕМИ ЯК ВАЖЛИВА СКЛАДОВА КОНТЕНТУ ЗМІ ПІД ЧАС ВІЙНИ: МЕТА, ФУНКЦІЇ ТА ТЕМИ

Memes have now become an integral part of media content. Newsrooms create their own humorous images and publish the most popular ones. Memes have also become the “heroes” of publications and an important decoration of journalistic materials. Memes are mostly informative images, often humorous, that convey news and facts in a funny, original and interesting way. Such images often become viral and attract attention. During the war, we have seen a large number of humorous images appear in journalistic materials, on media pages in social networks and messengers. The increase in memes in publications and on media pages is due to the fact that the audience likes humorous and original content in the form of images. It also draws attention to publications and successfully conveys the news and topic of the journalistic material. In addition to their entertainment and informative functions in the media, memes also help to cope with emotions, anxiety and worries. They penetrate people’s minds unnoticed and remove certain barriers. During the war, memes have the following functions: informational, psychological and practical. The informational function is to inform about the news, the psychological function is to help people cope with their feelings, and the practical function is to call on the audience to take certain actions (for example, to help the Ukrainian armed forces) using humorous images. Memes are also an effective tool for information warfare and the fight against Russian propaganda. Memes are based on humour, which softens the experience of problems or even relieves anxiety. The memes published by the media during the Russian-Ukrainian war in 2022 have specific objectives: to make fun of the enemy, thus making him funny, clumsy, not so scary, and weak enough. And the soldiers who defend their land are glorified by memes, portrayed as stronger. And such humiliation of the enemy neutralises fear.

Психолого-педагогическая профилактика размещения подростками деструктивного и аутодеструктивного контента в социальных сетях и мессенджерах

Substantiates the relevance of preventive work with adolescents who are interested in destructive and self-destructive content, post it on their social network pages and instant messengers, and may be prone to destructive and self-destructive behavior. Presented overview of the latest scientific research on this issue includes both theoretical and empirical aspects, as well as practical conclusions and recommendations. A generalized psychological portrait of adolescents prone to destructive behavior on the Internet, as well as those who tend to post destructive content on their pages is based on the scientific and methodological analysis of the scientific literature on the problem under study and the empirical experience of working with deviant and destructive students. This psychological portrait includes the main psychological reasons for adolescents’ interest in destructive content, the publication of such content and, as a result, their possible destructive behavior; the prerequisites that promote the indicated interest and corresponding actions are social and personal. Social preconditions are subdivided into macro social and micro social; personal prerequisites are classified in accordance with a systematic approach into biopsychic, individual psychological, orientation and role levels of being of a person; the most typical features of the activity of this group of adolescents in social networks are also highlighted. We propose general directions for the prevention of adolescents’ interest in destructive Internet content, the desire to publish it on their page and their tendency to destructive behavior, which should be systematic, comprehensive and phased.

Rural regional newspapers of the Russian Federation on the Internet

In the context of the development of broadband and mobile Internet in rural areas of the Russian Federation, using the example of three regions of the Siberian Federal District, the dynamics of circulation of rural regional newspapers and the development of the Internet by this type of socio-political periodicals are examined. The article presents an analysis of websites and public pages in various social networks of almost one hundred newspapers based on a complete sample of municipal publications in regional districts. The analysis showed that over the past ten years, newspapers have made significant progress towards accumulating an Internet audience: almost all of them have functioning, daily updated websites, although they are still quite poorly adapted to mobile media consumption. All newspapers have pages on at least two social networks (VKontakte and Odnoklassniki), and newspapers in the Krasnoyarsk Territory work better than others with platforms that are new to this type of publication, such as Telegram and video hosting.

Legal aspects of liability for Holocaust denial in Russia (through the prism of Roman Yushkov case)

The article expounds upon the issue of Holocaust denial and freedom of expression in the context of Roman Yushkov Case, who posted a link on his social network page to the article claiming that the number of victims of the Holocaust is greatly exaggerated and well below six million. Roman Yushkov’s was charged under Art. 281 Part 1 and Art. 3541 Part 1 of the Russian Criminal Code. A Jury acquitted him, having considered the arguments provided by the defence about Yushkov’s intentions only to stimulate a public debate about the number of the Holocaust victims by his publications. The Supreme Court upheld this decision. In this paper will examine the history and development of Holocaust denial, will examine Holocaust and other genocides laws globally. The author describe how the trend of the revisionism. Revisionism is an academic approach that recognizes that traditional narratives of history may not be entirely accurate and should be reviewed and revised as new information comes to the surface. At the national level have enacted a variety of laws, ranging the criminalize Holocaust denial and other genocides, Nazi ideology promoted through speech, symbols or public association or can be used to prosecute individuals who deny the Holocaust. These laws are intended to prevent the return any public reemergence of Nazi views. There are now essentially four types of regimes in this domain, in terms of scope of the offence of genocide denial. Most nations of the European Union (as well as Israel and Russian Federation) criminalize Holocaust denial. Despite the threat of criminal prosecution, however, Holocaust denial have taken on a cult-like following of their own on the internet. The article concludes about the contradictory of Russian law enforcement practice, Russian judicial system drawbacks, as well the system preparation of representatives of the legal profession.

METHODS AND MEANS OF INFORMATION AND ADVERTISING ACTIVITIES OF UNIVERSITY DEPARTMENTS IN SOCIAL INTERNET ENVIRONMENTS

Today, all advertising activities are moving to the social media of the Internet. The period of the covid-19 pandemic and the martial law in Ukraine accelerated this process. Now it is difficult to avoid that something cannot be found on the Internet. Institutions of higher education are no exception. Universities and their divisional divisions also need promotional activities to attract applicants and branding through the social media of the Internet. Attracting applicants by informing them about university departments is a career guidance activity. With the advent of distance learning, informational and advertising activities of higher education institutions in social networks began to gain popularity, in particular, for career guidance purposes. In order to carry out informational and advertising activities of university units in the social environment of the Internet, it is necessary to create an informational image. The creation of an informational image of university units is done by creating official pages in social networks. The most popular social networks for creating an informational image of the university’s divisions in the social environments of the Internet are Facebook, Instagram, and Telegram. The article develops a formal model of the information image of units of a higher education institution. The requirements for the pages of higher education institutions and their departments are different from ordinary pages for goods or services, given their specificity and target audience. Therefore, the requirements for creating pages of university divisions in social networks are as follows: logo of the division, name of the division page with affiliation to the institution of higher education, information about the division (“cap” of the profile) with the following data: page name, name of the division, abbreviation of the institute/university, university affiliation, website of the unit, address of the unit, telephone. The article describes the stages of maintaining a career guidance activity page. The list of elements that are part of the career guidance topic of the post has been defined: the name of the specialty; the name of the department that trains specialists in the chosen specialty; terms of study; form of education; cost of education; contact information of the department; license volume. The tools and methods of information and advertising activities of departments of higher education institutions presented in the work were implemented at the Department of Social Communications and Information Activities of Lviv Polytechnic National University for three years.

Protection of students’ personal data on the websites of general secondary education institutions: research results

The article provides an analysis of the results of an all-Ukrainian study on the problems of sharing students’ personal data on general secondary education institutions’ websites and pages in social networks. A survey of 31,478 parents/persons who replace them and 11,415 teachers and representatives/representatives of the administration of general secondary education institutions was conducted, the results of which were compared with those obtained during the pilot study of 2018. The effectiveness of the approbation of methodological recommendations regarding the organization of an educational institution’s website (with a focus on respect for human rights in the online space), based on the results of the pilot study was verified. It was found that 22.13% more parents/persons who replace them sign permission to take photos and videos of their child, the number of educational institutions’ websites, which publish warnings and contact information for deleting personal data, photos, videos with the child, has increased. It was determined that the number of general secondary education institutions that have a common vision, understanding, instructions and rules for publishing/distributing photos and videos with children on social networks and messengers has increased. This was indicated by 47.12% more parents/persons who replace them, and by 56.48% more teaching staff. The survey showed that 62.71% of the interviewed teachers apply the methodological recommendations and, more often, the rules for filling the educational institution’s website approved by the internal instructions of the educational institution. On the other hand, certain problems related to the research topic were identified and ways of solving them were proposed.

Scientific organization and author profiles as types of the Internet-representation

In the modern world, the Internet representation of an organization has long ceased to be a fashionable trend, but has become a significant form of communication dictated by the requirements of time. The effectively organized work of the Internet representation helps to inform about the results of activities and achievements, to form image, to establish communication and feedback, affordable, prompt service and liaison. In the conditions of information competition, it is especially important for scientific organizations to be present in the Internet space. Conventionally, Websites are considered as the Internet main representation. A relatively new type of the Internet representation are pages in social networks, including those of scientific libraries and research institutes. Despite the common tasks and related functions, they have a number of differences and advantages over each other. It is proposed in the study to consider profiles of scientific organizations and author profiles on scientific platforms (Web of Science, Scopus, ORCID, RSCI, ScienceID, ResearchGate, Google Scholar and others) as a specialized type of the Internet representations. Unlike websites and social networks, they are aimed only at specialists in the scientific field. The purpose of the work is to determine whether the profile of the organization and the author’s profile of the scientist is a kind of the Internet representation. The article considers approaches to understanding the Internet representation, types, tasks and criteria characteristic of all types of the Internet representations, the definition of the “Internet representation” has been formulated. Scientific profiles have been analyzed from the viewpoint of their compliance with the tasks and criteria of the Internet representative offices. The role of the scientific library in the formation of the Internet representations of scientific organizations has been determined.

Disinformation and the Strategy of Combating it in the Kurdistan Region - Iraq

This study aims to explain the dimensions and reasons for the spread of the phenomenon of media shading and to define a comprehensive strategy to combat it by the parliament, the Kurdistan Regional Government of Iraq and the relevant unions and institutions. Where the study sample consisted of two important cases that became the subject of public opinion debate after their extensive coverage through the Kurdish media in 2021, namely: the issue of closing Hiwa Hospital for treating patients with cancer in Sulaymaniyah, and the case of the arrest and trial of a number of activists in Badinan region by local authorities on charges of espionage. The study was applied to two Kurdish news channels, namely )NRT( and )Rudaw(, and websites and social networking pages with the same names. Within the framework of the descriptive approach, a qualitative and quantitative survey was conducted for news, journalistic programs and arts that were added to cover the two cases in both channels. After a comprehensive presentation of the media situation and then analyzing the content of news )the study sample(, the researchers presented three mechanisms as a strategy to combat disinformation in the Kurdistan Region, namely: media mechanisms, legal mechanisms and administrative mechanisms. The researchers concluded that disinformation as a global phenomenon has affected the media environment in the region. The Kurdish channels were unable to protect themselves from this phenomenon. The concerned authorities did not take strategic measures to combat disinformation. This is despite the fact that the laws in force to regulate media work are not at the level of meeting the needs of this stage in combating the phenomenon of media disinformation. The study presents recommendations to the parliament, the government, and the combat solid media institutions in Iraqi Kurdistan in order to adopt a strategy to combat media disinformation, issue new laws to it, pay attention to media education and establish centers to verify the authenticity of news and information.

ФУНКЦІОНУВАННЯ ЗАКОРДОННИХ ДИПЛОМАТИЧНИХ УСТАНОВ УКРАЇНИ В УМОВАХ ЦИФРОВОЇ ТРАНСФОРМАЦІЇ

The specifics of the functioning of foreign diplomatic institutions of Ukraine in the conditions of digital transformation have been studied. It was determined that the practice of maintaining pages in social networks, organizing online lectures and online briefings of diplomats, creating chatbots, information platforms, mobile applications, or various distance courses aimed at popularizing one's country in the world is currently widespread. In the activities of foreign diplomatic institutions of Ukraine, not only various forms and methods of digital transformation are actively pursued, but certain achievements are already available, which are embodied in real indicators. First of all, digital transformation in foreign diplomatic institutions of Ukraine is aimed at transferring most services to an online format, simplifying the procedures for obtaining them, minimizing bureaucratic formalities, increasing the efficiency of decision-making and providing assistance, optimizing financial costs for maintaining institutions, making information available and reducing the burden on employees diplomatic institutions. The main aspects of digital transformation, which is currently taking place in the system of diplomatic service bodies in general, and in foreign diplomatic institutions in particular, are revealed. The main achievements of the Ministry of Foreign Affairs of Ukraine in the direction of digital transformation were characterized, in particular the following: implementation of the project "DRUG" (Voluntary registration of Ukrainian citizens)" introduction of electronic queues in all foreign diplomatic institutions of Ukraine; provision of access to 2 million hard of hearing and deaf Ukrainians to the services of the Ministry of Foreign Affairs thanks to new software; reducing the deadline for issuing Ukrainian e-visas for foreigners; creation of a chatbot platform for round-the-clock advisory support of citizens; a new information resource "Advice to travelers from the consular service of Ukraine" was introduced; the formation of the regulatory and legal framework necessary for keeping consular records in electronic form (e-Accounting) has been completed; The Ministry of Foreign Affairs of Ukraine is connected to the "Trembit" electronic interaction system, which will speed up the receipt of information from the Ministry of Internal Affairs of Ukraine for prompt confirmation of the validity of a driver's license and the issuance of a criminal record certificate. Further directions of digital transformation, which directly affect the functioning of foreign diplomatic institutions of Ukraine, are outlined, namely: joining the Ministry of Foreign Affairs of Ukraine to the registers of other bodies, primarily the Ministry of Justice; launch of the "e-Notary", "e-Legalization", "e-Apostille" modules by the Ministry of Foreign Affairs of Ukraine with the assistance of the Ministry of Digital Transformation of Ukraine and jointly with the Ministry of Justice of Ukraine and the State Tax Service of Ukraine.

The Persona of a Leader in the Formation of the State Body’s Image

Since the start of the pandemic in 2020, all the nations of the world, including Kyrgyz people, faced an urgent need for reliable information about the Covid-19 Coronavirus infection, as well as about the measures for its prevention and health protection. The information broadcast by the media was in some cases unreliable and contradictory, causing serious concern among the general public and undermining the credibility of certain information resources and governmental bodies. Stringent restrictions in the city of Bishkek prompted psychological and moral anxiety among the people. The media has failed to fully satisfy the population’s needs for information, and this gap has been widely criticized on social media. Therefore, during those times, it was important to increase the level of trust for political actors by effectively using social networks’ capacity and successfully neutralizing its main risks. The Ministry of Internal Affairs of the Kyrgyz Republic took an active part in addressing this challenge by initiating the development of a strategy to improve and form the image of a state body through the leader’s persona. This article examines the degree to which the set objective was achieved, on the example of the Deputy Minister of Internal Affairs, Almazbek Orozaliev. The study covers the period from April 1 to May 10, 2020. The subject of the paper is the content of information published on Almazbek Orozaliev’s pages in Instagram and Facebook social networks. Based on the results of the study, practical recommendations are given for the improvement and establishment of the image of a state body through the leader’s persona.

The use of digital technologies in the practice of veterinary clinics

There is an analysis of the use of digital technologies and digital devices in the practice of veterinary clinics located in large cities of the Central Federal District of the Russian Federation. The method of questioning was used in the work. The respondents were employees of veterinary clinics. It has been established that veterinary clinics actively use digital technologies in their work to promote veterinary services in the Internet space (websites, pages in social networks), to inform and consult clients (e-mail, instant messengers, social networks, chat bots, TV veterinary medicine), to manage clinic (specialized programs «Vetmanager», «ERISCA», etc.), and improving the monitoring of the condition of animals and the diagnosis of pathologies (veterinary control sensors, video cameras, digital equipment). The equipment of veterinary clinics includes the following digital devices: digital thermometer, digital ultrasound scanner, electronic tonometer, digital X-ray machine, digital veterinary monitoring sensor, electronic stethoscope. There are most widely used digital technologies/devices: e-mail, specialized digital devices (digital X-ray machine, ultrasound scanner, etc.), instant messengers, clinic website. The following programs are used by veterinary clinics to automate administrative, economic and medical diagnostic processes: «Vetmanager» – 31.0% of clinics; «ERISCA» – 18.3%, etc. In 14.1% of the analyzed veterinary clinics, specialized software is not used.

Missing values and data enrichment: an application to social media liking

In the big data context, it is very frequent to manage the analysis of missing values. This is especially relevant in the field of statistical analysis, where this represents a thorny issue. This study proposes a strategy for data enrichment in presence of sparse matrices. The research objective consists in the evaluation of a possible distinction of behaviour among observations in sparse matrices with missing data. After selecting among the multiple imputation methods, an innovative technique will be presented to impute missing observations as a negative position or a neutral opinion. This method has been applied to a dataset measuring the interaction between users and social network pages for some Italian newspapers.