Social Network Pages Research Articles

Development and Validation of COVID-19 Stress Scale (CSS) in an Iranian Non-clinical Population

: Coronavirus disease 2019 (COVID-19) generated profound concerns in public. However, few validated scales measure COVID-related stress. We developed and psychometrically assessed a unique COVID-19 Stress Scale (CSS) in an Iranian non-clinical population. The CSS was developed to evaluate the existing stress measures, specialists' reviews, and interviews with healthy individuals. Experts provided feedback on content validity. The correlation of CSS with the Depression, Anxiety, and Stress Scale 21 (DASS-21) was evaluated to assess convergent validity. Moreover, construct validity and reliability were assessed. Seven items were found acceptable after experts' review. The online method was used to collect information due to the dangerous conditions of COVID-19 and traffic restrictions in Iran. The scale link was shared as an invitation on the virtual social network pages for people to respond. The statistical population of this study included all Iranian people aged 18 - 60. All 755 people, including 511 females and 244 males who completed the questionnaire online, were selected as a sample. Confirmatory factor analysis (CFA) showed a one-factor structure. Correlations between items were acceptable, with item-total correlations being 0.49 - 0.58. The CFA resulted in acceptable factor loadings and fit statistics. Internal consistency reliability was found as α = 0.74. Regarding convergent validity, CSS had moderate to strong correlations with the depression (r = 0.53), anxiety (r = 0.59), and stress (r = 0.64) subscales of DASS-21 (P < 0.05). The seven-item CSS demonstrated acceptable psychometric properties and can be a useful measure of research and evaluation. There is a need to test the scale's validity in a random sample and other nationalities.

USE OF SMM-TECHNOLOGIES IN THE FIELD OF HOTEL AND RESTAURANT BUSINESS

Advertising on social networks is a popular, affordable and relatively inexpensive means of promoting a hotel or restaurant. After gaining popularity on the company's social network page, there is no need to invest resources and funds in it. Such a page does not have to be run by a professional PR manager - it can be managed by any employee of the company, and in mini-hotels the owner himself. The article analyzes ways to use the capabilities of social networks and forms of work with their audience. It is determined that the advantages of SMM (Social Media Marketing) include: reaching a wide audience, several times lower than the cost of advertising in search engines, increasing the number of customers by increasing the number of visits to the company's website. Facebook, Twitter and Instagram have been found to be the main social networks used to promote hotel and restaurant businesses. It has been found that social activity on Instagram is ten times higher than social activity on other popular social networks. The choice of a particular network to achieve maximum effectiveness of the advertising message depends on the characteristics of the target audience (gender, age, place of residence, interests, etc.). Facebook and Twitter, not Instagram, are best for advertising the hotel's business forum. The main forms of work with hotel or restaurant clients on social networks are competitions (which include photo reports, voting with likes and comments, receiving feedback, which helps to activate the audience) and publishing posts (which involves constant updating of information, support for two-way communication). publishing news, posting links to a website or blog, using hashtags, publishing photos and videos from the daily life of the company and events). Among the ways to use the capabilities of social networks - holding contests using selfies, geolocation functions and interactive interaction with the company's website.

THE IMPACT OF COVID-19 ON THE MARKETING ACTIVITIES OF MEDICAL INSTITUTIONS

The article is devoted to topical issues of the COVID-19 impact on the marketing activities of medical institutions. Attention is paid to the analysis of the main innovations in medical marketing that arose in response to the challenges caused by the coronavirus pandemic. The authors paid attention to the maintenance of pages in social networks, setting up targeted advertising, developing health care websites, partnerships between medical institutions, virtual help of doctors and others. Using the example of the medical center, the introduction of new marketing trends into the work of the medical institution is described (digitization, upgrade of pages in social networks, implementation of online patient appointments, maintenance of expert accounts, online appointment). The advantages of introducing such innovations into the activities of medical institutions and the prospects for their improvement have been studied.

New Identity in Modern Patriotic Cinema

The paper analyzes the construction of a new identity of citizens of the Russian Federation through modern patriotic films that form a holistic symbolic image filled with visual and verbal patterns of behavior. The results of an expert and focus group interview are given, as well as the results of an online survey on the assessment of the formation of new and transformation of old forms of identity, which strengthens or weakens the patriotic feelings of citizens after the release of the film. The stages and forms of identity change associated with the superficial preservation of old symbols, without deep meanings, the substitution of values and the displacement of some values by others are revealed. The forms and meanings of the transformation of values that affect the new meanings of identity (the identity of survival and the identity of development and realization) will also be highlighted. We pay particular attention to lexemes that highlight the features of major types of social behavior, as well as their social inclusion and evaluation of publications on patriotism on their pages in social networks. The results of a quantitative survey indicate a greater interest and attention to foreign films that influence the identity, but the features of Russian cinema are indicated, revealing additional meanings and forms of implementation in domestic cinema. There are four groups of constructing a new identity through the assessment of modern patriotic films: the first are those who watch these films with family and friends out of interest in the plot and full complicity and empathy with the characters, the second are those who watch because of fashion, the third watch them due to philistine interest, and the fourth are those who do not watch but assess (often negatively) modern patriotic films. The analysis of views on modern patriotic films of representatives of these groups in personal social networks is carried out. Conclusions are drawn about the prospects for constructing a new identity through patriotic films for children and adults, and the general mechanism for constructing a new modern identity of Russians is considered.

Innovative technologies of vocational guidance work in higher medical educational institutions (Ukrainian and foreign experience)

The article highlights the experience of the organization of career guidance in Ukrainian and foreign medical institutions of higher education. Today dictates new realities for campaigning for attracting applicants to the medical profession and the choice of further specialization by medical students. Globalization and informatization offer new opportunities for universities to advertise their educational services. Among the main innovative technologies of career guidance, we note the following artificial intelligence algorithms, creation of a new type of informational content involving new information technologies and communications, active maintenance of pages in social networks, media advertising, targeted advertising, direct communication with mentors and administrators. The COVID-19 pandemic has made its adjustments, increasing the share of Internet resources as a format for career guidance both externally (schools, colleges) and internally (university departments and hospitals where they take internships). The article provides a comparative analysis and dynamics of the number of students over the past three years in different universities of Ukraine and different specialties. The aim of the work is to analyze the effectiveness of career guidance, taking into account the involvement of innovative technologies and predicting promising clusters of agitation in the medical university and students' choice of a particular specialty in the health care system. Active maintenance of popular among young people pages of medical specialties (medicine, medical psychology, dentistry) contributes to improved communication at the levels: applicant-university, student-university, master (bachelor) - employer. Information technology makes it possible to promptly deliver to applicants for higher education relevant information on the provisions of the admission campaign, the organization of the educational process and traditions of the university, the peculiarities of further employment. Also, the intelligence demonstrates the difference in approaches to the organization of the agitation cluster in Ukrainian universities and foreign universities.

The Use of Social Networks by British Media The Telegraph and BBC News

<p><strong><em>The aim</em></strong> <em>of the work is to identify the characteristics of selected social networks and study their use as a channel for disseminating information, interacting with the audience and creating a positive image of the media by the British online media.</em></p><p><strong><em>Research methodology.</em></strong><em> Theoretical and empirical methods were used to conduct the study. In particular, the analysis of scientific research on the topic of the article, the historical method, the method of comparison. Among the empirical methods in the research process, the method of systematic study and analysis of media pages in social networks, descriptive-analytical and induction methods, as well as the method of generalization were used. At the first stage, the scientific literature of Ukrainian and foreign researchers on the use of social networks in modern journalism was analyzed. Based on statistics, the most popular British media for analysis were The Telegraph and BBC News. Then, using the method of content analysis, generalization and comparison, the analysis of the use of social networks by the above-mentioned media was carried out.</em><em></em></p><p><strong><em>Results.</em></strong><em> Among the popular online media in the UK are analyzed in this article BBC News and The Telegraph. They are examples of quality journalism and have long used social networks in their activities. Now these media are most represented on Facebook, Youtube, Instagram. Facebook, Youtube and Instagram use the media for various purposes: disseminating news in a socially accessible form, attracting new young audiences, promoting their own brand and interacting with users. Analyzing the pages of BBC News and The Telegraph on these social platforms, we can conclude that the media do not use all the possible functionality of social networks and use them only to disseminate and store information.</em></p><p><strong><em>Novelty.</em></strong><em> The novelty of this work is that it attempted to analyze the use of social networks by the British online media BBC News and The Telegraph. The study found that the British media BBC News and The Telegraph, in addition to the dissemination channel, also use the opportunities of social networks to promote the media brand.</em></p><p><strong><em>Practical significance.</em></strong><em> The information obtained can be used in further monitoring and research of the impact of social networks on journalism and their interaction with the media.</em></p><p><strong><em>Key words:</em></strong><em> social networks, media, audience, popularity, information.</em></p>

Antecedents of trust in product review blogs and their impact on users’ behavioral intentions

ABSTRACT This research aims to identify the antecedents and consequents of trust in the product review blogs in an emerging market, which possess different characteristics than developed markets. We adopt the definition of product review blogs (PRB) as those blogs, websites, or social networking pages that disseminate experiences and/or information about products and services. We propose a model that incorporates individual characteristics and beliefs as antecedents of trust in the PRB and behavioral intentions as its consequence. Next, we conduct a questionnaire with 407 Brazilians who follow any PRB. We analyzed the data using structural equation modeling with partial least squares estimation (PLS-SEM). The results demonstrate the influence of trust in the PRB on users’ purchase intention, intention to follow blog recommendations, and intention to continue participating in the blog in an expressive emerging market. The trust in the PRB tends to have the PRB credibility as an antecedent. The findings suggest that subjective knowledge directly affects trust in the PRB and indirectly affects trust through PRB credibility, a mediating variable in the relationship between these variables. Our results reveal a direct and negative effect on PRB trust regarding susceptibility to informational influence. However, we also identify an indirect positive impact on trust in the PRB through PRB credibility. The results allow us to conclude that PRB credibility plays a central role in the antecedents of trust in the PRB in emerging markets.

Mapping and size estimation of men who have sex with men in virtual platforms in Delhi, India.

IntroductionIn India, the HIV epidemic is concentrated among Key Populations (KPs), such as men who have sex with men (MSM), who bear a disproportionate burden of HIV disease. Conventional targeted interventions (TI) mitigate HIV transmission among MSM by focusing on physical hotspots. As increasingly, there is a shift within India’s MSM community to connect with sex partners online, novel approaches are needed to map virtual platforms where sexual networks are formed. The objective of this study was to estimate the number of MSM in Delhi using virtual platforms to connect for sex and to describe patterns of their use.MethodsThe study was conducted in the state of Delhi among MSM over 18 years of age who used virtual platforms to look for sexual partners. Virtual platforms were identified through community consultations. Size estimation was carried out by enumerating the number of online users, accounting for duplication across sites and time and based on interviews with 565 MSM.Results28,058 MSM (95% CI: range 26,455–29,817) use virtual sites to find sexual partners. We listed 14 MSM specific virtual sites, 14 general virtual sites, 19 social networking pages and 112 messenger groups, all used by MSM. Five virtual sites met feasibility criteria to be included in the virtual mapping. Of the MSM on these sites, 81% used them at night and 94% used them on Sundays, making these the peak time and day of use. Only 16% of users were aware of organizations providing HIV services and 7% were contacted by peer educators in the preceding three months. Two-fifths (42%) also visited a physical location to connect with sexual partners in the month prior to the study.DiscussionTI programs that focus on physical hotspots do not reach the majority of MSM who use virtual sites. MSM active on virtual sites have a low awareness of HIV services. Virtual mapping and programmatic interventions to include them must be incorporated into current public health interventions to reach MSM at risk of HIV.

VIRAL MARKETING AS THE MAIN TYPE OF INTERNET MARKETING

Introduction. Practically all modern companies have representation in the Internet in the form of a full-fledged resource, blog, site, pages in social networks. However, by simply creating a network resource and even filling it with information content, we will not provide increase of sales and increase of popularity of the enterprise. For this purpose it is necessary to apply the tools of communication policy and bases of Internet marketing. As a result of rapid development of information technologies, social networks and new media, the role of widespread use of viral marketing is increasing. Purpose of the research. Research of viral marketing and revealing its advantages for modern business. Research method. The methodological basis of this research is scientific concepts and theoretical developments of domestic and foreign scientists in the field of analysis of enterprises activity, marketing, laws of Ukraine. Methods of theoretical generalization, analysis and synthesis, system and complex approach, statistical methods, logical generalization method were used to achieve the set goal. Results. In the work carried out analysis of causes and consequences of increase of popularity of viral advertising. The criteria that attract manufacturers to use Internet marketing in their policy are defined. Evaluation of the status and spread of viral advertising in the world and in Ukraine was carried out. Provides information to explain the increased demand for use of viral advertising. The problems of using viral marketing in modern Ukrainian realities were outlined and the main barriers preventing its progress, introduction and use in the activities of domestic organizations were mentioned. Developed recommendations on improvement of marketing actions in the Internet space. The importance of viral marketing is proved, thanks to which you can increase the rating of your company, goods, brands, make a brand. Even one event can have a positive impact on the development of events. Free marketing is an innovation aimed at significantly increasing the efficiency of the enterprise. Perspectives. With the use of viral marketing, sales at the enterprise are improved. Free marketing is now a promising means of promotion of products on the market, and in the near future will be one of the most influential means of advertising in the world.

Convergence as an aspect of the work of affiliates of the public broadcaster in the wartime period

Introduction. Ukrainian society needs operational and verified news, especially in the conditions of war. Mass media should respond to such requests from the audience. Relevance of the study. The number of subscribers and pages of affiliates of the public broadcaster in the regions is constantly growing. Therefore, the study of the broadcaster's work on social networks is relevant. Methodology. The main method was content analysis. By the method of comparison, the common and distinctive features of the work of convergent editorial offices have been established. The method of systematization made it possible to determine the peculiarities of the work of mass media on individual sites. The method of generalization made it possible to record the identified trends. Results. The work of regional affiliates to fill information platforms with content has common and distinctive features. Up to 15 messages were published daily on the broadcaster's websites in Transcarpathia, Rivne, and Sumy regions in May. The Telegram page was used by all three affiliates to notify about alarms and inform about news of local and all-Ukrainian importance. The Facebook pages of the branches of the public broadcaster in Transcarpathia, Rivne and Sumy regions worked according to a similar scheme: they published regional and all-Ukrainian news. Alarm notifications on this site were distributed only in Transcarpathia. Youtube video hosting was used by all three branches with varying intensity. Conclusions. The most popular among content consumers are Facebook pages, the total number of followers of the three branches is 158,000. Instagram pages and Viber channels have the fewest followers, 57,500 and 57,000 followers, respectively. The number of followers on media pages in social networks indicates the relevance of the work convergent editions and the need for further improvement of the concepts of information filling of patforms.

АКТУАЛИЗАЦИЯ РОЛИ ИНСТРУМЕНТОВ «МЯГКОЙ СИЛЫ» В ФОРМИРОВАНИИ ИМИДЖА РЕГИОНОВ В УСЛОВИЯХ НЕСТАБИЛЬНОСТИ

Introduction: the region image formation and support using PR-technologies on the Internet is currently an urgent task requiring an additional analysis. Objectives: to analyze modern PR technologies as a tool of “soft power” used to form and maintain the image of the region on the Internet. Methods: historical, systemic, and comparative analysis. The empirical basis of the study was provided by the official websites, pages in social networks of the Ural Federal District regions. Results: the specificity of the image of the region and its main characteristics were revealed; an analysis of modern approaches to the promotion of the region on the Internet was carried out; the role of “soft power” tools in shaping the image of regions was determined on the example of the Ural Federal District regions. Conclusions: the image of the region should be understood as a purposefully created image of the region, highlighting its minimum set of value characteristics, and stimulating the target audience to perform certain actions that are favorable for the region. The discourse of “soft power” is based on changing the “one-to-many” communication model to the “many-to-many” model, which, on the one hand, increases the ability of regions to communicate directly with the target audience and which, on the other hand, makes different regions compete in the struggle for the right to be heard by the target audience. PR technologies as a tool of “soft power” act as an integrative driver for improving the image of regions. The analysis showed that the Sverdlovsk region achieved the greatest effect from the use of “soft power” tools in shaping its image among the regions of the Ural Federal District.

ОПЫТ ПРОСВЕТИТЕЛЬСКОЙ ДЕЯТЕЛЬНОСТИ И ПОПУЛЯРИЗАЦИИ ДОСТИЖЕНИЙ ОТЕЧЕСТВЕННОЙ КОСМИЧЕСКОЙ БИОЛОГИИ И МЕДИЦИНЫ В ГНЦ РФ – ИМБП РАН

Objectively assessing the contribution of outreach activities and the popularization of scientific achievements in the development of modern society, the Institute of Biomedical Problems has been actively working in this direction for many years. Effective interaction of the Institute with Russian and foreign mass media is being implemented. Much attention is paid to maintaining Internet resources and pages in social networks. Publication activity (preparation and printing of informational articles, booklets, books, etc.) makes it possible to acquaint a wide range of readers with the achievements of space biology and medicine. A significant amount of work is carried out on the organization of exhibitions (both innovative technologies and museum and educational). The Institute pays much attention to the formation of educational content and lecture activities. An important area is the development of cooperation with public organizations in the field of cosmonautics. The Institute widely uses not only traditional and customary methods in this work, but also develops and applies new approaches, technological and methodological techniques.

CONTENT FILLING OF THE LEXICO-SEMANTIC GROUP “WARRIORS” IN THE DISCOURSE OF THE RUSSIA-UKRAINE WAR

The paper analyses the linguistic means used to denote the military of the Ukrainian army within the discourse of the Russia-Ukraine armed conflict. The military conflict that has been ongoing since 2014 has affected the linguistic picture of Ukrainian society. In the media space, a complex of linguistic means is formed, reflecting the armed and information confrontation. A special role is played by linguistic units that objectify the positive image of a warrior of his own army. The purpose of the paper is to model the structure of the lexical-semantic group “WARRIORS” in the discourse of the Russia-Ukraine information war. For this purpose, the texts of Ukrainian information portals and pages in social networks are analysed, as a result of which 90 lexemes and collocations to denote the military of the Ukrainian army are recorded. As a result of the analysis, the structure of the lexico-semantic group “WARRIORS” as a component of the “DEFENDER” microfield within the lexical-semantic field “WAR” is modelled. A semantic-cognitive analysis of the DEFENDER and WARRIOR concepts in the discourse of information war is carried out. The results of the analysis show that the linguistic designation of the defender in the modern Ukrainian media discourse coincides with the traditional picture of the world of speakers, according to which the warrior of his own army is endowed with exclusively positive qualities. Within the lexical-semantic group “WARRIORS” two types of microgroups are distinguished: for designations of general concepts and specialized designations – with approximately the same set of constituents – 46 and 44 units, respectively. In each of these types, 10 lexical-semantic microgroups are allocated. It is established that in the analysed media space both ready-made nominative units and morphological innovations are used to denote the defender. The use of paraphrases and metaphorical collocations is common. The influence of socially important events on the choice of language units for the designation of the military is also recorded.

Алгоритм психолингвистического анализа текстовых данных социальных сетей с применением модели «Большая пятѐрка»

The paper presents an approach to determining the psychological characteristics of a user of social networks through the analysis of text messages in social networks. The proposed approach includes the user's texts classification using machine learning. The results of the analysis of user surveys in accordance with the Big Five model, as well as a set of author's text data from social network pages, are used as training data. The questionnaire contains paired statements, and the respondent determines the degree of their own agreement with one or another statement on a scale from 0 to 4. Natural language text processing (NLP) methods were applied to the text resources used as input data for the classifier, as well as the RuWordNet linguistic ontology, in order to level out a number of features of social network texts, for example, the presence of grammatical errors and emoticons that complicate the process. semantic analysis. Two models were used as classifiers: the support vector machine and the random forest method. The area under the error curve (AUC ROC) metric was used to evaluate performance. The experiments used open text data of more than 1000 users of social networks.

In-hospital and web-based intervention to counteract vaccine hesitancy in very preterm infants\u2019 families: a NICU experience

BackgroundVaccine hesitancy is a global problem, carrying significant health risks for extremely vulnerable population as that of preterm infants. Social media are emerging as significant tools for public health promotion. Our aim was to evaluate both the coverage and the timeliness of routine immunizations in a cohort of preterm infants (< 33 weeks of gestational age) at 24 months of age whose families have been subjected to in-hospital and web-based interventions to counteract vaccine hesitancy.MethodsFor a period of 2 years parents of preterm infants were instructed during their follow up visits by a member of the NICU team to get correct informations about vaccines from a social network page. Vaccination rates of preterm infants were assessed at 24 months of chronological age with an electronic database and compared to both general population and historical cohort.ResultsCoverage and timeliness of vaccinations at 24 months of age of 170 preterm infants were analyzed in December 2019. Gestational age and birth weight median (IQR) were, respectively, 31.0 (5.0) weeks and 1475.0 (843.8) g. Coverage rates were similar to those of the regional population (p > 0.05), while timeliness of administration was significantly delayed compared to the recommended schedule (p < 0.001). Age of administration was not correlated with either body weight and gestational age at birth (Spearman rank, p > 0.05). DTaP-IPV-HBV-Hib 2nd and 3rd doses, MMR and Varicella vaccines coverage data were higher compared to historical cohort (p < 0.05).ConclusionIncreasing vaccine confidence through web-based interventions could have a positive impact on vaccination acceptance of parents of preterm infants, although timeliness results still delayed. There is a strong need to develop different and effective vaccination strategies to protect this very vulnerable population.

Влияние коммуникационных средств на современных подростков

The topical issue of the modern society, being the basis of these studies is that most adolescents aged 10 to 18 years spend all their free time surfing the web, in social networks, inter alia, which content can have a negative impact on the psycho-emotional state and cultural and moral values of young people.&#x0D; The objective of these studies is to create mechanisms to determine the impact of negative content of modern communication environments on adolescents, to develop a set of measures aimed at building positive cultural and moral values in adolescents and fostering positive behaviour patterns in the modern communication environment.&#x0D; The entire set of tasks as part of the studies was divided into two classes: technical and analytical ones. The technical tasks included the development, implementation and exploration of algorithms to create automated programs to perform the analysis of users’ social network page. Analytical tasks covered the determination of the impact level of the modern communication environment on young people under the age of 22, including school teenagers, as well as creation of a set of measures to support adolescents in difficult situations, while building positive cultural and moral values in young people and positive behaviour patterns for interaction in the modern communication environment.

A Complex Neural Network Model for Predicting a Personal Success based on their Activity in Social Networks

The development and improvement of effective tools for predicting human behavior in real life through the features of its virtual activity opens up broad prospects for psychological support of the individual. The presence of such tools can be used by psychologists in educational, professional and other areas in the formation of trajectories of harmonious person’s development. Currently, active research is underway to determine psychological characteristics based on publicly available data. Such studies develop the direction of “Psychology of social networks”. As markers for determining the psychological characteristics of people, various parameters obtained from their personal pages in social networks are used (texts of posts and reposts, the number of different elements on the page, statistical information about audio and video recordings, information about groups, and others). There is a difficulty in obtaining and analyzing a data set this big, as there are non-linear and hidden relationships between individual data elements. As a result, the classic methods of information processing become inefficient. Therefore, in our work to develop a comprehensive model of success based on the analysis of qualitative and quantitative data, we use an approach based on artificial neural networks. The labels of the input records are used to divide the subjects of the study into five clusters using clustering methods (k-means). In the course of our work, we gradually expand the set of input parameters to include metrics of users’ personal pages, and compare the results to determine the impact of qualitative parameters on the accuracy of the artificial neural network. The results reflect the solution of one of the tasks of the research carried out within the framework of the project of the Russian Science Foundation and serve as material for an information and analytical system for automatic forecasting of human life activity based on the metrics of his personal profile in the social network VKontakte.

Communicative Images of Graphic Designers on Instagram Pages

The purpose of the article is to identify the features of successful graphic designers of the 21st-century positioning on the pages of the so­cial network Instagram, highlight the directions of communication strategies and approaches to their visualization. Research methodolo­gy. To carry out this study, we used the empirical method of collecting factual material, analysis, comparison, and generalization methods. The principal source of analytics is designers’ Insta­gram pages as factual material. The scientific novelty of the study consists in a comparative analysis of graphic designers’ communicative images on Instagram pages, based on which, for the first time, an attempt was made to sys­tematize communicative contact strategies with subscribers. There are four possible ap­proaches to creating the communicative image of the designer, which, however, do not exhaust the entire range of options. Conclusions. The communicative image use for communication on social networking pages is a reasonable and effective method of a designer’s professional development, as the number of subscribers on such pages is much bigger and reaches several hundred thousand active subscribers.&#x0D; The design of social communication by de­signers with their audience is contained in the planning of the strategy of the communication process as a whole, the tactics of individual com­munication acts (posts), the allocation of several types of content, and their rhythmic alternation and design. The design of social communication by designers with their audience is contained in planning the communication process strategy as a whole, the individual communication acts (posts) tactics, the allocation of several types of content, and their rhythmic alternation and de­sign. These components combination increases the effectiveness of the designer’s communi­cative image, presented on the social network pages. This, in turn, together with the constant contact with subscribers, ensures the popularity of the designer, increases the range of potential customers and promotes professional growth.

Оценка влияния пандемии Covid-19 на экономику сферы физической культуры и массового спорта

The investigation was aimed at identifying indicators of the Covid-19 pandemic impact on the sphere of physical culture and sports in a heterogeneous array of statistical indicators. The authors used official governmental statistics and Internet statistics reflecting thematic online activity of the population and various aspects of the state of organizations operating in the field of physical culture and sports. Despite of a significant reduction in cash receipts from the services provided in this area, specialized organizations are overcoming the consequences of the pandemic. New forms of inde-pendent and online physical education and sports, which became widespread during the strict quarantine restrictions, remain popular among the population. Quantitative evidence of that statement was worked out: the values of statistical indicators of consumption by the population of physical culture and sports services, demography of organizations operating in the field of sports, by the fall of 2020, began to return to pre-crisis values. Indicators of the demand for physical culture and sports services in online formats included attendance of thematic sites and public pages in social networks, as well as the number of thematic search queries. It was found that such an indicator as the number of visits to the online training site continued to increase even after the quarantine restrictions were lifted. One of the directions of scientific research in that area can be the development of methods for collecting, aggre-gating and data mining, allowing to assess the degree of adaptation of physical culture and sports organizations to the conditions of restrictive measures by using the capabilities of the digital economy.

Appraisal patterns as predictors of emotional expressions and shares on political social networking sites

Emotions are considered important drivers of the diffusion of messages on social networking sites. Therefore, emotion-eliciting political communication yields the potential to reach broad audiences and to influence citizens’ attitudes and behavior. In this study, we investigate message characteristics that potentially trigger emotional reactions on part of the users of political social networking pages and test if this fosters the diffusion of political content in the network. Based on appraisal theory, we employ a manual coding scheme to identify appraisal dimensions in political parties’ Facebook posts that should trigger sadness or anger. We subsequently combine the manual codings with information of the users’ reactions to the respective posts, which we gathered using an automated content analysis. More specifically, we determine (1) if posts that include sadness or anger appraisals are associated with the corresponding emotional reactions in the form of emojis and (2) if these posts are shared more often.