SYNTHETIC USER-GENERATED CONTENT

The article examines the impact of generative artificial intelligence technologies on user-generated content in social media. The concept of “synthetic content” is introduced as a new type of media content synthesized using generative models similar to the one created by humans. Autonomous Russian language models for creating synthetic content are described, as well as the generative capabilities of social media, in particular, the VKontakte social network. The article examines the media practice of using generative artificial neural networks among the most technologically advanced “digital generation” – zoomers. The respondents were students of mass media studies at Altai State University aged from 17 to 22 years. The results allowed us to conclude about the use of AI solutions and the synthetic nature of Generation Z user content. The analysis showed that zoomers create fully or partially synthetic content several times a week for publication on social media such as Telegram, VKontakte and TikTok.