Contemporary Digital Technologies of Media Communication in Social Media: A Typological Classification

The study examines the latest communication technologies of the digital age, which are changing the ways and effectiveness of conveying information to the media audience. Scientific literature shows fragmentation in defining the boundaries, terminology, and classification of means of conveying information in the digital age, which necessitates a unified approach to analyzing the latest communication practices. The purpose of this article is to review existing research on contemporary technologies in mass communication, to classify the latest technologies for conveying information in the digital environment and to identify the key vectors of their application in the context of mass communication. The authors consider social media, streaming services, and the latest television, some advertising platforms, automatic translation tools, analytics, and crowdsourcing platforms as part of the latest communication technologies. The methodology is based on theoretical analysis, content analysis, typological, and comparative methods. The study proposes a typological structure of the contemporary communication technologies based on the following criteria: communication format, degree of automation, role of the audience, nature of personalization, and algorithmic control. The results of the study can be applied in future detailed studies on the development of media management, information policy, and digital security strategies. They also contribute to the formation of a scientific basis for further research in media communications in the context of the modern digital transformations.