Slow Communication and Slow PR in a Fast Digital World in the Focus of Web-text Design Problem

The article deals with the epistemology of modern communicative knowledge and general theory of public relations in the conditions of digital transformation and deep mediatization of social life. Based on authoritative works on the slow world, it is shown that the acceleration of social interactions with reliance on the technologies of the fast digital world generates a counter social demand for slow analog communications and, accordingly, for slow PR. The rapid consumption of news, advertising and PR information often leads to a superficial perception of messages, which contributes to the spread of misleading data and sensationalism. In this context, slow communication offers an alternative approach that focuses on in-depth analysis and thorough research of events. This is particularly important in a context where general social trust in “fast world” sources is diminishing with the inability of ordinary consciousness to identify texts generated by generative artificial intelligence. Continuing the logic of the researchers of the phenomenon of “slow journalism”, the authors introduce the concept of slow PR and reveal its characteristics in the conditions of digital transformation. Special attention is paid to the organization of Web texts in the plane of the gadget screen. The authors show that traditional texts of the slow world fit into the space of the fast digital world with the help of Web-design according to usability principles, which allows absorbing information volumes on any screen (computer display, smartphone, smart watch face, etc.). The technology of Web-text organization is based on the concept of a frame and slots that make up this frame. Allocation of frames and distribution of text fragments in the screen plane is possible only on the basis of understanding the semantic organization of traditional texts. This is the key to effective communication, eliminating the contradiction between the spaces of fast and slow worlds.