THE DICTATORSHIP OF USER-GENERATED CONTENT: A MEDIALINGUISTIC PERSPECTIVE

The article examines the obvious consequences of the influence of user-generated content on modern media communication from a medialinguistic perspective. The authors consider it necessary to summarise and record the irreversible transformation of the structure of interaction between the carrier/owner of information and the audience. As a result of the digital revolution, the very principles of media communication have changed, which entailed significant shifts in the architecture and language of media communication. Social networks have shaped the audience’s specific media consumption habits: according to the audience’s preferences, the ‘customer-facing’ thesis is in the forefront; visualisation of information has become a mandatory requirement; discrete presentation of information is replacing linear, monolithic text; and storytelling is recognised as the leading communication strategy. Effective interaction with the audience is possible only with the simultaneous use of all these tools. Theprinciples outlined in this article can form the basis of the media communication strategy of institutions, departments and organisations when interacting with modern audiences.