THE INFORMATION FILTERING MODEL IN SOCIAL MEDIA

Abstract

In the digital civilization, artificial intelligence has a significant impact on the selection of information flows. The algorithms of social networks and search engines select content based on data about the interests and behavior of the user and the user's environment. However, the specific of mass com¬munications is determined not only by automated selection, but also by a complex set of media, advertising and market processes. The relevance of the article stems from the need to systematise knowledge describing the dis¬semination of mass-media content in the digital environment. Scientific lit¬erature is just beginning the digital media environment discuss. Few studies describe the principles of information dissemination in social media, methods of content promotion, new opportunities and the transformation of the media environment. The article systematises topical scientific publications describing the processes of information dissemination and filtering in online media, as well as the problems associated with them. The review of scientific literature is supplemented by questionnaire survey data as well as a series of in-depth interviews with Yekaterinburg youth representatives who regularly watch the content of popular video blogs. The data obtained allowed to identify a number of important social, cognitive and psychological factors of content selection at the stage of media consumption. The article records the commonality of discursive principles of entertainment content design dominant in video blogs with the mass discursive phenomena characteristic of the entertainment seg¬ment of traditional journalism. Such markers include playful, collaborations, heightened emotionality, provocation and presentationalism. The result is a model of information filtering in social media, including six levels: individual, technological, social, advertising, discursive and strategic. © 2022 National Research University Higher School of Economics. All rights reserved.