THE ROLE OF THE RUNET IN CHANGING MEDIA STRUCTURES

The article examines how the emergence of the Runet and the development of multimedia technologies affect media companies. These changes have both advantages and disadvantages. On the one hand, the accessibility of information, interactivity and abundance of data provided by multimedia technologies can be useful for the development of media companies. It has become possible to receive information from various sources, interact with content and analyze large amounts of data. This can contribute to the development of critical thinking, analytical skills and the ability to independently search for information. On the other hand, an excess of data and information can lead to overload and complicate the learning process. It is important to develop media literacy and critical thinking in order to distinguish reliable information from unreliable information, analyze sources and evaluate the quality of content. The article emphasizes the need to develop media literacy and critical thinking among the younger generation. These skills are key to successful development in an information society where information is available in large volumes and can be both reliable and unreliable. In conclusion, the article emphasizes the need for the development of media companies for the effective use of multimedia technologies and the ability to critically evaluate information that can be encountered in the information space. Recommendations have been formed to improve media competence.