Metalanguage in the digital society: its role in image-making and shaping public consciousness

The article explores contemporary trends in image-making in the digital environment, specifically through the concept of metadiscourse by Oleg Krishtal, which holds significant relevance in the sociological context. The influence of internet platforms, technological innovations, and social media on the operational speed of media and the role of digital technologies in shaping public opinion is particularly emphasized. In the digital society, where information spreads instantaneously through online resources, metadiscourse becomes an important tool for influencing social perceptions, helping to create a specific context for events, phenomena, and social processes. The article delves into the features of metadiscourse within the framework of digital communications and its ability to shape and to transform public opinion and social norms. Special attention is given to issues of information security in the digital environment. The article analyzes the challenges related to data security and the threats of misinformation arising from the expansion of digital platforms and social networks. Adapting journalism to new communication conditions is becoming increasingly important for effectively addressing these challenges, which contributes to the development of new forms of media content and communication strategies. The article also addresses the branding of territories in the digital age, as well as the interaction between social media, government structures, and the public in promoting territorial brands. Additionally, the article highlights the impact of artificial intelligence on image-making and its role in transforming sociological processes. It examines how new technologies, particularly artificial intelligence tools, influence the formation of social perceptions and their communication through digital platforms. This study is based on a structural-functional analysis of digital communication and sociological research methods, providing a deeper understanding of the changes occurring in the processes of image transformation in the digital society.