Communication models of media and social networks’ collaboration
Authors: Finkler Yuri 
Published: February 2020

Social networking content is characterized by many different aspects that may be of interest to a researcher (e.g., the terminology used in social networks appearing as some content delivery model). However, from the point of view of communicative expediency, we will be interested in the communicative aspect of the circulation of social networks: content creation, message structuring, a specificity of perception of this message by network members, and features of expansion and growth of content. This article aims to elucidate the interconnection and interdependence of traditional media and social networks. To accomplish this, its objectives are: 1) to identify the commonality and difference of content inherent in traditional media and social networks; 2) to understand the structure of the newest audiences formed as a result of the converged communication product; 3) to formulate features of «design» of social networks with the participation of media. The object of the article is the collaboration between media and social networks. The subject of the article is communication models of such collaboration. The methodology of the study is based on the use of general research methods of studying the specificity of the analysis of social and communication phenomena. For media, the phenomenon of participation in social networks means multiplication: not to be present in any network platform — the problem is not social, but of worldview. We argue that participation in the social network is no longer a matter of mediation between the audience and the media, but direct involvement in the life of the audience, adherence to the globalism factor, profile coordination of content. Platforms such as Twitter or Facebook become communications net works with participating citizens from anywhere on the planet. These platforms transform them into a network of employees who, by becoming the so-called «citizen journalists», collaborate with professional media. Moreover, they become authors creating new forms, modes and ways of mass communication: newest slang, content, meanings and so on. Therefore, the phenomenon of social networks guarantees the participating media a social and communication «multiplication». Such participation drives the needs, opinions, and desires of both network members and the audience as a new journalism mission-focused not on the truth for the audience but on the audience as a factor in evaluating the truth. We conclude that society’s progress cannot be made without the process of transforming the structures of the social-communication system and the relations between the participants within that system. Moreover, this progress should take place not so much in the spheres of production, distribution, and consumption of social-communication products as within the influence of the results of social networking activities on the measurement of the behavior of members of society. It is a kind of «design» of social networks. The role of designers in the design of such social networking design is to contribute to the new communication reality. We introduce the term «social network designers». Those carry out the design, planning, step-by-step steps of implementation and calculation of the effectiveness of social-network projects. They must adapt their way of work to the dynamic conditions of functioning of social networks, dynamically optimize their ability to respond to those new ones created by these dynamics. Keywords: communications, content, journalism, internet, media, social network.