THE USE OF INNOVATIONS IN THE FIELD OF COMMUNICATIONS AS A FACTOR IN THE INSTITUTIONALIZATION OF SOCIAL MOVEMENTS AND INITIATIVES

The modern world is characterized by dynamic social processes in which social movements and initiatives play an increasingly important role. They act as catalysts for change, articulate the interests of various social groups and influence the formation of public policy. In the context of globalization and the development of digital technologies, communications are of paramount importance for the successful functioning and development of these movements. This article is devoted to the study of the role of innovation in the field of communications as a key factor in the institutionalization of social movements and initiatives. We will look at how new communication technologies contribute to the formation of stable organizational structures, enhance legitimacy, expand influence, and ultimately transform these movements into stable and influential civil society institutions.