ABSTRACT
Introduction. The digitalization of all spheres of public life has caused profound changes in the means of communication, accompanied by the emergence of contradictions in social space. The dominance of digital technologies leads to completely new standards of economic and political activity, socio-cultural sphere, and urban lifestyle. Communication is becoming mostly virtual, leveling the concepts of time and space, and therefore people do not always feel their involvement in their place of residence. Urban space research is becoming increasingly relevant due to urbanization and the growing urban population. The novelty of the article lies in the fact that the role of mass communications in the formation of urban identity is revealed.
Materials and methods. The methodological basis of the research is a socio-cultural approach that allows us to consider the city space as a unity of social communities, cultural values and communications. The methods of sociological research are used – system analysis, structural and functional analysis, observation, comparison. The content of mass media as a means of communication is analyzed. Communicative practices and the experience of various subjects are summarized, and personal observations are used.
Results and conclusions. Changing the ways of mass communication has a significant impact on the formation of urban identity, which is a key element of citizens' awareness of their belonging to the socio-cultural space. In modern conditions, digital platforms play a central role in this process: urban websites and public sites become virtual platforms for dialogue, exchange of ideas and collective construction of the city image. The citizen activity is transformed into real actions to create a comfortable environment, which emphasizes the interrelationship of virtual and physical spaces. Ambient media, an innovative advertising format, is of particular interest; it uses non-standard media: art objects, interactive installations, and projections.
Publics are popular since each participant has the right to express his own opinion in the city social networks and actively take part in the city problems discussion. Presently, publics are becoming large communities capable of influencing social processes. Urban communities create definite social and cultural space at definite levels. These are interpersonal citizen communication, communication channels, cultural and leisure sphere. An important discussion point is the city image; its attractiveness is of great value for both residents and tourists. Mass communication can both support and transform urban identity, contributing to the creation of a unique city image.
KEYWORDS
Socio-cultural space, digitalization, mass communications, urban lifestyle, publications, information, identity