Keywords
mass media
journalism
digital environment
social networks
media convergence
media consumption
audience
How to Cite
Abstract
Introduction. The article examines the process of mass media integration into social networks, which have become a powerful tool for informing, communicating with the audience, and shaping public opinion. Traditional media can no longer ignore this communication channel, since a significant part of users receive information through social platforms. There is a need to understand new trends in the field of media communications.
Relevance of the study. The study of the features of mass media integration into social networks is extremely important for understanding the transformation of modern journalism, because it is social networks that form new communication standards, influence the information culture of society, and determine the prospects for media development in the digital era. The purpose of the article is to determine the main vectors of media integration into social networks, the features of media interaction with the audience through social platforms.
Methodology. The complexity of the research is ensured by a combination of such methods as: content analysis, which made it possible to study the materials distributed in social networks; a quantitative media analytics method based on digital indicators; a comparative method for comparing media strategies on different social platforms; and a theoretical generalization method for formulating the research results.
The results. The article clarifies the main reasons, forms and consequences of mass media integration into social networks. It is established that journalism in social networks retains its traditional functions but implements them in the changed conditions of the digital environment. The models of mass media behaviour on various social platforms are characterized, and it is determined that the effectiveness of their functioning depends on the ability to adapt content to the requirements, format and audience of each network. The specifics of the practical implementation of integration processes in the modern information space are demonstrated using the example of individual regional online media.
Conclusions. The novelty of the research lies in revealing the peculiarities of the integration of Ukrainian mass media into social networks, forming a clearer idea of how these processes change the modern media industry. The results obtained have practical significance for improving media communication strategies, increasing the effectiveness of interaction with users, and adapting journalism to new formats of the information space.
References
1. Androshchuk, I. (2020), Social networks as a system of media tools for the work of Ukrainian media, Aktualni problemy vitchyznianoi ta vsesvitnoi istorii [Current problems of domestic and world history], iss. 32, pp. 211–221. URL: https://fipmv.rshu.edu.ua/images/zbirnuk/32_Zbirnuk_pdf.pdf#page=211 (accessed 25 September 2025).
2. Balovsyak, N. (2025), Internet, social networks, streaming and video. The most interesting things from the Digital 2025 report on interaction with digital technologies, Mediameiker [Mediamaker], 16 July, available at: https://mediamaker.me/najczikavishe-zi-zvitu-digital-2025-pro-vzayemodiyu-z-czyfrovymy-tehnologiyamy-16257/ (accessed 20 September 2025).
3. Buniak, V. (2025), More than 30% of Ukrainians get news only from social networks, study by “Internews-Ukraine”, Detektor media [Detector Media], 23 September, available at: https://detector.media/infospace/article/244349/2025-09-23-bilsh-30-ukraintsiv-otrymuyut-novyny-lyshe-iz-sotsmerezh-doslidzhennya-internyuz-ukraina/ (accessed 24 September 2025).
4. Vyhovska, V.A. (2015), Multimedia and convergence as factors of regional media transformation, abstract of the PhD diss (social comm.), Classic Private University, Zaporizhzhia, 20 p.
5. Karpinska, V. (2024), Ukrainian media on Facebook: how they work, what they publish and what challenges they face, Mediameiker, 7 October, available at: https://mediamaker.me/ukrayinski-media-u-facebook-12984/ (accessed 20 September 2025).
6. Kitsa, M. (2018), The role of social networks in modern journalism, Visnyk Natsionalnoho universytetu “Lvivska politekhnika”». Seriia: Zhurnalistski nauky [Bulletin of the National University “Lviv Polytechnic”. Series: Journalistic Sciences], no 896, pp. 98–105.
7. Masimova, L.H. (2012), Journalistic activity on social networks, Visnyk Kharkivskoho natsionalnoho universytetu imeni V. N. Karazina. Seriia Filolohiia. [Bulletin of the V. N. Karazin Kharkiv National University. Series: Philology], no 1021, iss. 66. P. 66–71. URL: https://elibrary.kubg.edu.ua/id/eprint/1086/1/L_Masimova_JDSM_GI.pdf. (accessed 26 September 2025).
8. Plekhanova, T.M. (2022), Journalist accounts as an effective tool for promoting media content, Vcheni zapysky Tavriiskoho natsionalnoho universytetu imeni V. I. Vernadskoho. Seriia: Filolohiia. Zhurnalistyka. [Scholarly notes of V.I. Vernadskyi Tavri National University. Series: Philology. Journalism], vol. 33 (72), no 5, part 2, pp. 312-317.
9. Polikovska, Yu. (2024), “Opora”: The most popular social networks in Ukraine are Telegram, YouTube, and Facebook, Detektor media [Detector Media], 16 July, available at: https://ms.detector.media/sotsmerezhi/post/35557/2024-07-16-opora-naypopulyarnishymy-sotsmerezhamy-v-ukraini-ie-telegram-yutub-ta-feysbuk/ (accessed 22 September 2025).
10. Polkovenko, T.V. (2017), Cross media development prospects, Shevchenko, V.E. (Ed.), Cross Media: Content, Technologies, Perspectives: collective monogr., Kyiv, pp. 211–217.
11. Rudyk, M. (2020), The influence of social media on the formation of public opinion, Visnyk Lvivskoho universytetu. Seriia Zhurnalistyka [Lviv University Bulletin. Series: Journalism], iss. 48, pp. 198–206.
12. Ukrinform (2025), Trust in traditional media news is growing among Ukrainians, available at: https://www.ukrinform.ua/rubric-society/4039589-sered-ukrainciv-zrostae-dovira-do-novin-tradicijnih-media.html (дата звернення: 26.09.2025). Ukrinform (2025), «Ukrainian media: news consumption and trust in 2025», available at:
13. Tielietov, O.S., Tielietova, S.G. (2024), Communication convergence of journalism and public relations, Obraz [Obraz], available at:, vol. 1 (44), pp. 168–177. DOI: https://doi.org/10.21272/Obraz.2024.1(44)-168-177.
14. Tielietova, S.G. (2022), Convergent processes in the field of journalism, advertising and PR in Ukraine in global globalization processes: culture, economy, society : proceedings of the international science-pract. conference, Kyiv, 23–24 March 2022, Ed. KNUKiM, Kyiv, part 2, pp. 32–35. available at: https://kuk.edu.ua/nauka/ (accessed 17 September 2025).
15. Tielietova, S.G., Tielietov, O.S. (2024), Online journalism as a new form of media in Ukraine in global globalization processes: culture, economy, society : proceedings of the international science-pract. conference, Kyiv, 27–28 March 2024, Ed. KNUKiM, Kyiv, part 1, pp. 255–257, available at: https://kuk.edu.ua/nauka/ (accessed 15 September 2025).
16. Tielietova, S.G., Tielietov, O.S. (2024), Social networks as a tool of modern communications Marketing of innovations. Innovations in marketing : proceedings of the international scientific internet conference, WSEH, Bielsko-Biala, pp. 290–293, available at: https://wseh.pl/uploads/Marketing_of_Innovations._Innovations_in_marketing_2024.pdf (accessed 17 September 2025).
17. Tonkikh, I.Yu. (2017), Internet journalism. Genres on the Internet [Electronic resource], Ed. ZNTU, Zaporizhzhia, 130 p., available at: https://document.kdu.edu.ua/info_zab/061_98.pdf (accessed 21 September 2025).
18. Ukrinform (2025), Ukrainian media: news consumption and trust in 2025, available at: https://www.ukrinform.ua/rubric-presshall/4037736-ukrainski-media-spozivanna-novin-i-dovira-u-2025-roci.html (accessed 26 September 2025).
19. Yatsyna, A. (2023), Social networks for the media: how regional media in Sumy region use them, Institute of Mass Information, 22 November, available at: https://imi.org.ua/blogs/sotsmerezhi-dlya-media-yak-yih-vykorystovuyut-regionalni-zmi-na-sumshhyni-i57131 (accessed 28 September 2025).
20. Stacy Jo Dixon (2025), Number of global social network users 2019-2029. Statista, available at: https://www.statista.com/statistics/278414/number-of-worldwide-social-network-users/#:text=In%202020%2C%20over%203.6%20billion,almost%204. 41%20billion%20in%202025 (accessed 22 September 2025).
This work is licensed under a Creative Commons Attribution 4.0 International License.