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The paper analyzes the approaches of several notable researchers to the issue whether social media promotes democracy. It generalizes some of the crucial theoretical arguments, elaborated by these scholars, and divides them into two groups – cyber-optimists and cyber-skeptics. The fi rst group of scholars argues that social media has become coordinating tools for almost all modern world political movements – from broad and nationwide to small and local, – while the second questions its ability to produce any pro-democratic changes per se. In the end the paper proposes a theoretical framework, in which the relationship between social media and political institutions can be analyzed. In particular, it argues that social media causes merging between mass and interpersonal communication, and, in doing so, challenges the link between media and political institutions, which, according to the classic book "Four Theories of the Press" (F. Siebert, T. Peterson and W. Schramm), characterized media in the epoch of traditional broadcast and printed outlets.

The purpose of article is to determine the features of the representation of Ukrainian identity in "TikTok" social media. The methodology. Through a specially account created by the author, a qualitative content­analysis of the videos in the TOP­50 Ukrainian blogs and a search for videos on the most popular Ukrainian studies tags had been conducted. The results of the case had been compared with the data obtained by the author in the process of researching other popular in Ukraine social media and networks— Instagram, Facebook, Telegram. The results. "TikTok" had been defined not only as a dynamic and entertaining social media, but also as an increasingly active socio­political actor. It has been established that, unlike other social media and networks, "TikTok" broadcasts Ukrainian identity simultaneously at the civic­political, linguistic­cultural and ethnically charged levels. The most socially significant practices of spreading the actual, linguistic and cultural identity of Ukrainians have been identified. These are: а) the practices of using in network activity only Ukrainian language; b)practices of conscious popularization of the Ukrainian language through the shooting of special videos. It had been shown that, on the other hand, the most widespread level of civic and political identity in "TikTok" is marked by a not favorable attitude to one's own national and state affiliation. This is a consequence of inefficient socio­economic modernization of the country in recent decades. The topicality. This is the first attempt of not popular, but scientific research of "TikTok" as an active socio­political actor in Ukraine. The practical significance. The information contained in this article may be useful for teaching the various courses, for the scholars, researchers of Ukrainian culture. ; «ТікТок» визначено не лише як динамічне і розважальне соціальне медіа, а і як дедалі активніший суспільно­політичний суб'єкт. Обмірковано, що, на відміну від інших популярних у країні соціальних медіа та мереж, «ТікТок» транслює українську ідентичність водночас на громадянсько­політичному, мовно­культурному та етнонаснаженому рівнях одночасно. Визначено найбільш суспільно значущі практики поширення фактичної, мовно­культурної ідентичності українців. Показано, що наймасовіший рівень громадянсько­політичної ідентичності в «ТікТок», натомість, відзначається не надто прихильним ставленням до власної національно­державної належності.

У цій статті авторка аналізує те, як поява соціальних медіа стала відправною точкою для демократичних змін у суспільній свідомості. У ній показано як соціальні медіа змінюють типову парадигму відносин між журналістикою і громадянським суспільством; а також досліджується вплив цих медіа на розвиток громадянського суспільства у тоталітарних та пост-тоталітарних країнах. ; Abstract: In this article the author is analyzing how emerging of social media became a turning point of democratic changes in modern society consciousness. It's illustrating how social media alter general relationship paradigm between journalism and civil society; as well as the influence of those media on civil society development in totalitarian and post-totalitarian countries.

Introduction. New information and communication technologies determine changes in social being which are expected to be investigated. The aim and the tasks of the article are to discuss the influence of Information age media on the social consciousness. Research methods. The theoretical understanding of the media culture phenomenon is carried out on the basis of systemic, cultural, historical and sociocultural approaches. Research results: Particular attention is paid to the impact of the information revolution on media culture, which is reflected in informatization, formation of the global information and communication space, virtualization of different spheres of society, segmentation of the audience of mass media according to their interests and hobbies, creation of social networks as a new form of social interactions based on interactivity of communication. The study shows that mass media demassification strengthens the trends of cultural pluralism, cultural standards, multiculturalization and formation of multicultural identities. Discussion.The author of the study draws attention to the fact of growing manipulating possibilities supported by the modern mass media during social and political crises, in the periods of absence of clear and convincing arguments for the social course held, disintegration of society and social disorientation associated with it. Conclusion. Taking into account that the latest information technologies in the field of mass media lead to diverse changes in the socio-cultural environment as a non-linear system with a multilevel structure, it is important to investigate further the integration function of the media being a mediator of the symbolic exchange of cultural values by members of different civilizations and autonomous elements of the social system of the society ; В статье рассматривается влияние медиа информационной эпохи на общественное сознание. Исследуются изменения в общественном бытии, которые детерминируются новыми информационно-коммуникационными технологиями. ...

The article is dedicated to the emotional component of political mobilization process realized through social media resources on the example of political flashmobs in Ukraine, Belarus, Russia. ; В статье рассматриваются эмоциональная составляющая политической мобилизации через социальные сети на примере политических флешмобов в Украине, Беларуси и России. ; У статті розглянуто емоційну складову політичної мобілізації через соціальнімережі на прикладі політичних флешмобів в Україні, Білорусі та Росії

Ukrainian society is deeply disintegrated. The lack of solidarity in society – one of the main factors of the crisis in the economic, political, social and spiritual spheres. Therefore, the problems of formation of social solidarity in Ukraine has not only theoretical but also practical importance. Our country is in step with global trends and inevitably enters into the information age. This signifi cantly affects the very nature of social solidarity. Its main resource becomes information. Such solidarity arises on the basis of awareness of the unity of views and being in one community. A key role in the formation of such solidarity play a modern social media. They are an important tool for the conservation of traditional social relations and the formation of civil society. There are several factors that contribute to the formation of micro social solidarity through social media: a sense of possibility to infl uence the overall process; a sense of collective participation in the case; emotional lift from the process. The article deals with social media as a new tool the formation of social solidarity micro-level and analyzes the effectiveness of such solidarity. The social media are analysed as social mechanism that has communicational and informational infl uence on society at different levels including microsocial. It differs from the traditional media in a number of its characteristics. It is crucially important that social media can be instrumentalized for the creation of social solidarity as well as for generating social and political confl icts. This is important in the process of the democratization towards the political system of digital democracy that is based on the immediate civil particіpation in discussion and implementation of political decisions, transparency and accountability of the state authorities and offi cials, rational communication and structured inclusive public sphere. Keywords: social media, microsocial solidarity, civil society. ; Розглянуто соціальні медіа як новий інструмент формування соціальної солі-дарності на мікросоціальному рівні, а також проаналізовано ефективність такої солідарності. Ключові слова: соціальні медіа, мікросоціальна солідарність, громадянське суспільство.

Introduction. Modern interactive society is characterized by a constant increase and globalization of communications, the quantity and quality of which constantly grows.Purpose. The purpose of the article is to study the essence, genesis and possibilities of new social media and social networks in the modern educational process.Methods. To achieve this, general scientific and special research methods were applied. It was found that social media is both a technology and a kind of Internet sites.Results. From a technological point of view, the social network is an interactive website with a large number of users whose content is filled by the participants themselves. Consequently, the main function of social networks is the association of people with similar interests in one community or group. It was found that educational social networks connect students and cadets. These services are focused on interaction in order to realize academic projects, research or connect scientific and pedagogical staff. Research social networks target the academic audience (researchers, doctoral students, adjuncts, graduate students). Such networks allow academic researchers to engage in collaborative research.Originality. Therefore, the article clarifies the content of such concepts as «new social media», «social network» and develops the views on their application in the educational process.Conclusion. Modern wars and Ukraine's aspirations for membership in NATO put forward new requirements for the educational process in the Armed Forces of Ukraine. These are team-based training using a variety of automated control systems, innovative forms of training, and, in particular, distance learning. This requires further research of Internet technologies, with an aim to modernize military education, bring the Ukrainian army closer to the North Atlantic Alliance standards. ; Целью статьи является исследование сущности, генезиса и возможностей новых социальных медиа и социальных сетей в современном образовательном процессе. Для этого использовались общенаучные и специальные методы исследования. В процессе исследования выявлено, что образовательные социальные сети объединяют слушателей, курсантов, студентов и ориентированы на взаимодействие с целью оказания помощи в реализации академических проектов, проведения научных исследований или взаимодействия с научно-педагогическими работниками. В статье было уточнено содержание отдельных понятий, получили дальнейшее развитие взгляды относительно их применения в образовательном процессе. Современная война и стремление Украины вступить в НАТО выдвигают новые требования к образовательному процессу в Вооруженных Силах Украины. Всё это требует дальнейших научных исследований новых Интернет-технологий с целью модернизации военного образования, приближение украинской армии к стандартам Североатлантического альянса. ; Метою статті є дослідження сутності, ґенези та можливостей нових соціальних медіа та соціальних мереж в сучасному освітньому процесі. Для цього застосовувалися загальнонаукові та спеціальні методи дослідження. З'ясовано, що освітні соціальні мережі поєднують слухачів, курсантів, студентів і орієнтовані на взаємодію з метою надання допомоги в реалізації академічних проектів, проведення наукових досліджень або взаємодії з науково-педагогічними працівниками. У статті уточнено зміст окремих понять, набули подальшого розвитку погляди щодо їхнього застосування в освітньому процесі. Сучасні війни та прагнення України вступити до НАТО висувають нові вимоги до освітнього процесу в Збройних Силах України. Зазначене потребує подальших наукових досліджень нових Інтернет-технологій, з метою модернізації військової освіти, наближення українського війська до стандартів Північноатлантичного альянсу.

Introduction. Modern interactive society is characterized by a constant increase and globalization of communications, the quantity and quality of which constantly grows.Purpose. The purpose of the article is to study the essence, genesis and possibilities of new social media and social networks in the modern educational process.Methods. To achieve this, general scientific and special research methods were applied. It was found that social media is both a technology and a kind of Internet sites.Results. From a technological point of view, the social network is an interactive website with a large number of users whose content is filled by the participants themselves. Consequently, the main function of social networks is the association of people with similar interests in one community or group. It was found that educational social networks connect students and cadets. These services are focused on interaction in order to realize academic projects, research or connect scientific and pedagogical staff. Research social networks target the academic audience (researchers, doctoral students, adjuncts, graduate students). Such networks allow academic researchers to engage in collaborative research.Originality. Therefore, the article clarifies the content of such concepts as «new social media», «social network» and develops the views on their application in the educational process.Conclusion. Modern wars and Ukraine's aspirations for membership in NATO put forward new requirements for the educational process in the Armed Forces of Ukraine. These are team-based training using a variety of automated control systems, innovative forms of training, and, in particular, distance learning. This requires further research of Internet technologies, with an aim to modernize military education, bring the Ukrainian army closer to the North Atlantic Alliance standards. ; Целью статьи является исследование сущности, генезиса и возможностей новых социальных медиа и социальных сетей в современном образовательном процессе. Для этого использовались общенаучные и специальные методы исследования. В процессе исследования выявлено, что образовательные социальные сети объединяют слушателей, курсантов, студентов и ориентированы на взаимодействие с целью оказания помощи в реализации академических проектов, проведения научных исследований или взаимодействия с научно-педагогическими работниками. В статье было уточнено содержание отдельных понятий, получили дальнейшее развитие взгляды относительно их применения в образовательном процессе. Современная война и стремление Украины вступить в НАТО выдвигают новые требования к образовательному процессу в Вооруженных Силах Украины. Всё это требует дальнейших научных исследований новых Интернет-технологий с целью модернизации военного образования, приближение украинской армии к стандартам Североатлантического альянса. ; Метою статті є дослідження сутності, ґенези та можливостей нових соціальних медіа та соціальних мереж в сучасному освітньому процесі. Для цього застосовувалися загальнонаукові та спеціальні методи дослідження. З'ясовано, що освітні соціальні мережі поєднують слухачів, курсантів, студентів і орієнтовані на взаємодію з метою надання допомоги в реалізації академічних проектів, проведення наукових досліджень або взаємодії з науково-педагогічними працівниками. У статті уточнено зміст окремих понять, набули подальшого розвитку погляди щодо їхнього застосування в освітньому процесі. Сучасні війни та прагнення України вступити до НАТО висувають нові вимоги до освітнього процесу в Збройних Силах України. Зазначене потребує подальших наукових досліджень нових Інтернет-технологій, з метою модернізації військової освіти, наближення українського війська до стандартів Північноатлантичного альянсу.

This paper explores social media and their impact on the political and civic life of Ukraine. It is shown how well the Facebook was used to organize people during the Revolution of Dignity in Ukraine and further in the development of civil society. The influence of social media on the political life after the revolutionary events is analyzed, as well as the role of Facebook and Instagram in the presidential election campaign of 2019. ; У статті досліджуються соціальні мережі та їх вплив на політичне та громадянське життя України. Показано, як вдало було використано соціальну мережу facebook для організації людей під час Революції Гідності в Україні та в подальшому становленні громадянського суспільства. Проаналізовано вплив соціальних мереж на політичне життя після революційних подій, а також висвітлено роль facebook та instagram у президентських виборчих кампаніях 2019 року.

In many countries the significant influence of social media on the political processes is really obvious, as evidenced by the modern realities. This review article analyzes and summarizes the tools used to carry out campaigning in social media by the political forces of Poland and Ukraine. Publications and other activities on social media pages and channels of Ukrainian parties (whose representatives became members of the Verkhovna Rada of Ukraine) and Polish political forces (those who received representation in the lower house of the National Assembly of the Republic of Poland – the Sejm of the Republic of Poland) during the 2019 election campaigns were taken as examples. It was found out that representatives of the political forces of both states used (in most cases) the same types of social media: Facebook, Instagram, Twitter and YouTube. However, in Ukraine, Telegram was additionally being experimented with. At the same time in Poland Twitter was more popular than in our country. it is defined, that advertising on social media allows to more accurately address narratives, namely: to outline the region, the age parameters of coverage of party content. Facebook has somewhat curbed the abuse of this tool. The next agitation tools have been defined: polls, «viral» dissemination of information (content), using bots, advertising, creating events and adding a frame to page's picture photo on Facebook. The dynamics of audience coverage data, user reactions, likes, comments, reposts, video views, subscriptions to the party page or channel can be used as indicators of the effectiveness. Empirical and comparative methods were used in the research process.Further scientific research may be related to the use of this agitations toolkit (and possibly it's extension) in other countries, to the definition of the particular features for the specific country or region. ; Суттєвий вплив на політичні процеси соціальних медіа в багатьох країнах є очевидним. Реалії сьогодення все частіше переконують у цьому. В оглядовій статті ...

In many countries the significant influence of social media on the political processes is really obvious, as evidenced by the modern realities. This review article analyzes and summarizes the tools used to carry out campaigning in social media by the political forces of Poland and Ukraine. Publications and other activities on social media pages and channels of Ukrainian parties (whose representatives became members of the Verkhovna Rada of Ukraine) and Polish political forces (those who received representation in the lower house of the National Assembly of the Republic of Poland – the Sejm of the Republic of Poland) during the 2019 election campaigns were taken as examples. It was found out that representatives of the political forces of both states used (in most cases) the same types of social media: Facebook, Instagram, Twitter and YouTube. However, in Ukraine, Telegram was additionally being experimented with. At the same time in Poland Twitter was more popular than in our country. it is defined, that advertising on social media allows to more accurately address narratives, namely: to outline the region, the age parameters of coverage of party content. Facebook has somewhat curbed the abuse of this tool. The next agitation tools have been defined: polls, «viral» dissemination of information (content), using bots, advertising, creating events and adding a frame to page's picture photo on Facebook. The dynamics of audience coverage data, user reactions, likes, comments, reposts, video views, subscriptions to the party page or channel can be used as indicators of the effectiveness. Empirical and comparative methods were used in the research process.Further scientific research may be related to the use of this agitations toolkit (and possibly it's extension) in other countries, to the definition of the particular features for the specific country or region. ; Суттєвий вплив на політичні процеси соціальних медіа в багатьох країнах є очевидним. Реалії сьогодення все частіше переконують у цьому. В оглядовій статті ...

Civil Society is the self-organized and self-regulated area of public relations in the state, that unites many institutes – subjects, that in the process of their activity form public relations aimed at strengthening civil society. One of these institutions is the means of mass media (media). The most part of media are non-governmental, private, and therefore are perceived as special – information – commercial projects designed to bring profits to owners. But media is a powerful institute of civil society, their purpose is to inform the public about current events as objectively as possible, to evaluate events. Their ultimate goal is to promote public control over the government.We have witnessed fundamental changes in the communication model, because anyone can become a "small" media. Electronic technologies created new possibilities for reproduction of image or text: sign, sound, motion, picture and text are combined. "New Media" is all forms of data transmission via the Internet, it covers all of the new technologies in communications, such as: web-sites, e-mail and etc., and "social media" such as services where users interact with content (e.g., communication in blogs or social networks). Thus, new media includes social media.Social Media is Internet services designed for mass distribution of content, where the content is generated by users themselves. An author may be any one, and that is opposed to traditional media, where the author is the preselected and limited number of people. If you use a typology of media space by H. McLuhan ("hot" and "cold" – by the degree of activity and of the audience feedback presence), then social media is the hottest type.There are following types of social media: social networks; blogs and microblogs; forums; feedback-sites; photo and video sharing; geo-social services. Social networking and blogging are the most effective among social media. In 2014 there were approx. 862 million websites and personal blogs.Social media is more dispersed and decentralized, less hierarchical compared to traditional media. It is relatively inexpensive or free. Its absolute advantage is the speed of disclosure (instantly). Publication or TV and radio programs after release cannot be changed and modified with social media editing and comments. As social media is characterized by self-organization, the result of the user's activity may be unknown even to user himself.Social media is interactive, convergent electronic media with a particular user-generated content; openness to interaction with readers gives them the ability to create or modify the content of the messages. Unlike traditional media where communication is performed on a "one to many" communication scheme, in the new media it is performed on "many to many" scheme. Access to new media is possible with all electronic devices with access to the Internet. Their benefits for civil society in comparison to traditional print and broadcast media: the possibility of feedback; transparency; discussion in the comments to the posts; low financial threshold of entry; creation of content in real time (e.g., Stream broadcast); opportunity to combine several forms of information presentation (audio, video, text); high frequency of publication. At the same time, there is the practical absence of censorship; small role of gatekeepers (who set limits to the content and themes of publications).In determination of the role of social media in the functioning of civil society mood of optimism and cyberpessimism are combined. The first one considers the Internet as a free medium with lack of control, a precondition for the development of democracy, the ability to enhance social connections for all (including people with disabilities), mass education, the possibility of a direct appeal to the authorities. Cyber-pessimists fear networks, because of the threat of allpossible negative emotions (extremism, xenophobia, separatism, etc.), the way to control the citizens, degradation of public discourse, virtualization of social interaction, sublimation and violation of privacy. Although cyber threats are really obvious, still benefits of social media for the establishment and functioning of civil society are obvious: they allow users to interact, collaborate, communicate, share information or engage in any other social activity through blogs, wikis, social networks, etc.Despite the problem of unchecked information, social media has a certain level of trust of the audience, so it is actively used in the area of politics and public administration (conducting of various informational campaigns with a wide audience coverage, forming of virtual communities, focus groups and work with them, socialization of online representative public authorities and politicians, socio-political forces, etc.). Production and formation of public opinion, active and effective communication are important social problems of new media that should not be taken as competitors of "old" media, as well as complementary partners in a common cause of formation and development of civil society. ; Аргументируется ключевая роль средств массовой информации в функционировании гражданского общества. Акцентируется внимание на роли социальных медиа в становлении гражданского общества в условиях информационно-коммуникационной революции. Подчеркнуто значение новых возможностей воспроизведения образа, звука, текста благодаря электронным технологиям. Доказывается значение общественного контроля за властью как функции социальных медиа. ; Доводиться ключова роль засобів масової інформації у функціонуванні громадянського суспільства. Акцентується увага на ролі соціальних медіа у становленні громадянського суспільства в умовах інформаційно-комунікаційної революції. Підкреслюється значення нових можливостей відтворення образу, звуку, тексту завдяки електронним технологіям. Наголошується на громадському контролі за владою як функції соціальних медіа.

Through Internet content of Ukrainian new media attempts to analyze journalistic discourse and the use of online toolkits in covering events, their effect on the development of social communication between the Church and society. Key words: social communication, new media, the Church, society. ; Через інтернет-контент українських нових медій здійснено спробу проана-лізувати журналістський дискурс та використання інтернет-інструментаріїв у висвітленні події, їхній ефект на розвиток соціальної комунікації між Церквою та суспільством. Ключові слова: соціальна комунікація, нові медії, Церква, суспільство.

The use of social media in political discourse is quite active, and has turned this means of communication into a tool for influencing the communities. In times of political and social crises, such influence can be particularly relevant, since society is mobilized and traditional media often have lower level of trust. Discourses in social media, especially under conditions of increasing gradient of confrontation in society, are elements of power, and through the implementation of certain psychological practices in them, social construction can take place in the form of establishing a social hierarchy. In this article, which is utilizing a Fairclough's critical discourse analysis of a communicative case in the Ukrainian segment of social media, the features of linguistic characteristics, discursive practices and social practices that lead to the reproduction of the psychological practice of segregation of community members are identified. This practice is weakening the society's ability to unity and mobilization through the strengthening of internal contradictions between individuals, depending on their attitude to the "politicization" of a particular topic, and to the construction of an additional "fault line" between citizens. In the process of reproducing this practice towards the target audience, the effect of monotony is also instilled, that is the fatigue from information and loss of interest. Monotony, in turn, leads to the increase in the passivity of citizens and their loss of motivation to somehow position themselves in discourses, fills the communication space of "excessive" information and reduces the ability of society to mobilize. ; Застосування соціальних медіа в політичному дискурсі є досить активним, і давно перетворило цей засіб комунікації на інструмент впливу на спільноти. В умовах політичних та соціальних криз такий вплив може бути особливо актуальним, адже суспільство перебуває у мобілізованому стані, а традиційні медіа часто мають менший рівень довіри. Дискурси в соціальних медіа, особливо в умовах нарощення у суспільстві градієнту протистояння в суспільстві, є елементами влади, і через реалізацію в них певних психологічних практик може відбуватися соціальне конструювання у формі встановлення соціальної ієрархії. В цій статті завдяки дослідженню із застосуванням критичного дискурс-аналізу за методом Нормана Феркло комунікативного кейсу в українському сегменті соціальних медіа визначено особливості лінгвістичних характеристик, дискурсивних практик та соціальних практик, що ведуть до відтворення психологічної практики сегрегації членів спільноти. Ця практика веде до послаблення здатності суспільства до єдності та мобілізації через посилення внутрішніх протиріч між індивідами, залежно від їхнього ставлення до «політизації» конкретної теми, і до побудови додаткової «лінії розлому» між громадянами. У процесі відтворення цієї практики на цільову аудиторію також навіюється ефект монотонії, тобто втоми від інформації та втрати інтересу. Монотонія, в свою чергу, веде до зростання пасивності громадян та втрати ними мотивації якось позиціонувати себе в дискурсах, заповнення комунікаційного простору «зайвою» інформацією та до зниження здатності суспільства до мобілізації.

Problem formulation. The problem of organizing state and non-state institutions to combat the spread of fakes in the information space is to establish a parity (balance) between: citizens right to receive reliable/legal information protection, freedom of speech protection and expression (civil liberties) and protection of national interests of Ukraine. The existing imbalance caused by the lack of effective mechanisms to counteract misinformation and its dissemination through social media. In the EU countries at the state level the fight is not against misinformation, but with illegal (harmful, dangerous) content in the media and social media, which is ineffective for Ukraine in the face of existing challenges and threats related to the military conflict and occupation of part of state territory, as well as the Covid-19 pandemic. Previously unresolved parts of the overall problem. An unresolved part of the general problem is the lack of proper scientific substantiation of state mechanisms to combat disinformation and its dissemination in the media and social media. The aim of the article is to develop strategic approaches and practical recommendations for combating misinformation and its dissemination in Ukraine by social media in the context of information and psychological attacks and the Covid-19 pandemic. Main material. Digital technologies and information flows form practically all social processes faced by modern society. Thanks to built-in microprocessors, algorithmic devices and information systems combine texts, sounds and images that are easily stored and reproduced in digital format. The transfer of mass communication to the Internet has led to the transition of target audiences from traditional media to social networks. Without diminishing the benefits, opportunities and prospects that the digital world opens to humanity, it is necessary to actualize the significance of the negative side of the digital development of mass communication. Digital realities open up new possibilities for the introduction of various manipulation tools, among which misinformation is especially dangerous. Post-truth interpretation refers to artificial circumstances in which the emotions and personal beliefs of target audiences are more important than objective facts and evidence that become irrelevant, particularly in shaping public opinion and influencing the mass consciousness. Post-truth is not just the opposite of truth, but rather a phenomenon of purposeful introduction of proactive communication, which as a set of different and interconnected actions, due to its recombined qualities and combination of different components misleads recipients of information in order to subdue them. The consequence is a decrease in the level of trust in the received information and media. People are confused, it becomes difficult for them to separate true information from false information, they do not realize what is true and what media can be trusted. The post-truth politics is realized through "soft" and gradual transformation of the system of national values and moral principles into so-called alternative "universal norms of morality" to absolutize individual freedom, discredit expert opinions and rational discussions, and most importantly to destroy information sovereignty. One of the effective tools for implementing such a policy is gaslighting - a form of organized influence of suggestors (manipulators, politicians, officials) on the processes of public self-identification in order to disorient them and further subdue by provoking uncertainty and doubts about the adequacy of their perception of reality. Victims of gaslighting no longer trust their values, ideals and beliefs, and in despair they give up and by default fall under the influence of manipulators. Such people do not even realize that they are consumers of misinformation. Global networks are becoming a suitable environment for gas writers, as the constant presence of the vast majority of users on social networks and media channels is caused by the growing level of Internet addiction and digital autism, which create a person first addiction and secondly dangerous state of inability to maintain psychological support. languages with other individuals. That is, the digital transformation of everyday life contributes to the loss of people's communication skills of real communication. The loss of the ability to think adequately, independently and analytically is also negative, because the content and meaning of what is happening around them is formed by social media and digital algorithms of artificial intelligence. Influencing citizens by external propagandists' manipulation means disseminate not only criminal and illegal content through social media, but also directly implement political scenarios of changes in national values, the overthrow of the government, provoke armed conflicts, and so on. Disinformation contributes to a geometrically progressive increase in the incidence of the population, which leads to the introduction by the authorities of some regulatory (remediation) measures that may impair freedom of speech and freedom of expression, restrict freedom of assembly and access to public information. In order to obtain the necessary parity between the appropriateness of the application of regulatory measures to combat misinformation to protect the right to reliable and lawful information and the exercise of civil liberties (rights to freedom expression), it is necessary to legally define the grounds, limits and criteria limitation. The dissemination of harmful information cannot be overcome post-factum with the help of targeted sanctions, under these conditions rapid preventive measures are needed. In this context, the media play a key role in combating fakes and are accountable to the state and society for failing to provide accurate and reliable information to the public. Social media units, multinational corporations (digital producers), administrators of social networking platforms, non-governmental organizations and international institutions, civil society and independent media are the subjects of counteraction to the spread of disinformation by social media. Conclusions and recommendations. The significance of the negative consequences of the digital development of mass communication is actualized, the virtual reality of which opens new possibilities for the introduction of various manipulation tools, among which misinformation carries a special danger. It has been proven that misinformation is successfully disseminated through aggressive information campaigns and lack of knowledge about threats and existing vulnerabilities of society, and more effectively affects target audiences by disrupting the interaction (cooperation and communication) of actors to counter its dissemination at the national and international levels. It is substantiated that modern management processes are formed under the influence of post-truth policy, one of the effective tools of which is gaslighting. The main factors that contribute to the spread of misinformation through social media are identified: the effectiveness of the impact on the mass consciousness; scale, high speed and rate of distribution; stability of online presence (causes cumulative effect); intentional promotion of content by artificially adding it to disseminated information flows through popular media and resources; high quality, multidimensionality and variety of fake products, which are perfectly combined in the form of texts, images and videos; easy availability, high-tech and convenience of software for creating fakes. The necessity of disseminating positive Ukrainian narratives by social media as a tool to counteract misinformation and information defense of the country has been proved. It is proposed to involve the best representatives of the Ukrainian elite: patriotic politicians and public figures (opinion leaders), bloggers, volunteers, scientists, cultural and artistic figures for this case. It is substantiated that state public policy subjects of counteracting disinformation and its dissemination (Center for Counteracting Disinformation of the National Security and Defense Council of Ukraine, Center for Strategic Communications and Information Security of the Ministry of Culture and Information Policy of Ukraine and National Council of Ukraine on Television and Radio Broadcasting) flows in the middle of the country, if necessary, applying the necessary remedial action, study the target audiences, identify, analyze and assess their vulnerabilities (public fears, doubts, etc.), predict possible information attacks on Ukraine. It is necessary to constantly cooperate with digital media and mass media through information and communication campaigns. Practical recommendations were given to state/non-state subjects of counteraction of misinformation on struggle in Ukraine against production of fake content by means of social media. It is necessary: to create a favorable socio-economic, institutional-legal and information-communicative environment for quality and independent journalism, as well as an independent community of fact-checkers as a form of journalistic control to verify the facts used in texts, speeches, social networks posts and identify possible inconsistencies; to disseminate accurate, reliable and objective information on the basis of responsible and independent journalism, to prevent the dissemination of fabricated and manipulative content; to produce positive Ukrainian narratives as a tool of information defense, to prevent the emergence of fakes (instead of refuting fakes - to act in advance), promptly and without explanation to remove/block malicious content in accordance with the law and "community policy"; to set requirements for the media platforms transparency (their activities, funding sources, owners), define criteria and algorithms for ranking information, as well as legally and legitimately require social media to remove illegal content and block its distributors; to monitor, moderate and control the social media content on the basis of legality, transparency and compliance with international human rights standards with the use of means to protect them; to regulate and control the distribution of advertising on news resources of the media and social media, in particular to ensure verification of the transparency and veracity of its sponsored political content, as well as limit of its targeting in order to minimize the income of disinformation disseminators; to promote digital services of voluntary users identification in the online space; to ensure easy, fast and reliable access to all official documents, regulated by the Council of Europe Convention on Access to Official Documents, ratified by Ukraine in 2020 (Council of Europe Convention on Access to Official Documents, 2009); to delegate to search platforms and social networks to determine the truth/falsity of information using artificial intelligence algorithms, remembering that these algorithms can be used to detect/remove misinformation, and vice versa - to create fake information (for example, to form the necessary public opinion misinformation is directed to a specific target audience, taking into account its features and characteristics through algorithmic analysis of messages on social networks, preferences, a selection of sources of user content); to ensure that the majority of the population masters the media literacy and cyberhygiene basics, in particular to encourage and promote the introduction of specialized media programs on information and digital literacy for most people to understand the functions and ramifications of artificial intelligence algorithms, the ability to make informed decisions minimize the impact of threats (risks) associated with the use of such systems, in cooperation with relevant stakeholders, including the private sector, the media, civil society, educational institutions and scientific and technical institutions. Key words: post-truth politics, misinformation, gaslighting, mass media, social media, social networks, fact-checking, media literacy, information campaigns, infodemia, digital technologies, digital transformations, artificial intelligence algorithms. ; У статті охарактеризовано проблеми організації боротьби із поширенням фейків в інформаційному просторі, які пов'язані з відсутністю ефективних державних механізмів протидії дезінформації та її поширенню засобами соціальних медіа. Доведено, що в країнах ЄС здійснюється боротьба не з дезінформацією, а з незаконним (шкідливим, небезпечним) контентом, що поширюється у ЗМІ та соціальних мережах, що є неефективним в умовах існуючих викликів та загроз, які пов'язані з військовим конфліктом та окупацією частини території України, а також пандемією Сovid-19, спричиненої коронавірусом SARS-CoV-2. Актуалізовано значущість негативних наслідків цифрового розвитку масової комунікації, реалії якого відкривають нові можливості запровадження різних інструментів маніпулювання, особливу небезпеку серед яких становить дезінформація. Охарактеризовано управлінські процеси, які формуються під впливом політики постправди, одним з ефективних інструментів реалізації якої є газлайтинг. Визначено основні фактори, які сприяють поширенню дезінформації засобами соціальних медіа. Доведено необхідність поширення засобами соціальних медіа позитивних українських наратив як інструменту протидії дезінформації та здійснення інформаційної оборони країни. Визначено державні суб'єкти вироблення публічної політики з протидії дезінформації та її поширенню в Україні, а також надано практичні рекомендації щодо боротьби з продукуванням фейкового контенту засобами соціальних медіа. Ключові слова: політика постправди; дезінформація; газлайтинг; засоби масової комунікації; засоби масової інформації; соціальні медіа; соціальні мережі; фактчекінг; медіаграмотність; інформаційні кампанії; інфодемія; цифрові технології; цифрові трансформації; алгоритми штучного інтелекту.