ANIMATED CONTENT AS A COMMUNICATION TOOL IN THE DIGITAL AGE: ESSENCE, CHARACTERISTICS AND CLASSIFICATION

In recent decades, we have seen significant changes in the ways of communication caused by the rapid development of digital technologies. In conditions of information saturation and reduced user attention, animated content stands out as an effective tool for transmitting information and building communication links. The purpose of the study is to identify the distinctive features of animated content, its differences from animated content, the main characteristics and methods of creation, to propose a classification of animated content according to various criteria and to study its role in improving the effectiveness of communication.