ДИДЖИТАЛІЗАЦІЯ СОЦІЛЬНО-КОМУНІКАЦІЙНИХ ПРОЦЕСІВ У СОЦІОЕКОНОМІЧНОМУ ЖИТТІ МІСТА

This article offers a conceptual analysis of the digitalization of the socio-communicative domain of a city's socio-economic life, focusing on how digital infrastructures transform urban space into a new type of communicative ecosystem. The study demonstrates that, on the one hand, digital media and social networks enable rapid crisis response, mobilize financial and human resources, expand civic participation, and enhance the efficiency of urban governance. On the other hand, targeting algorithms intensify social stratification. Advertising campaigns that incorporate socially oriented messages turn consumer transactions into acts of solidarity, yet simultaneously risk commodifying civic engagement – giving rise to the phenomenon of showcase altruism. Within the digitalized urban environment, advertising functions as a socio-technical infrastructure that models daily mobility patterns, structures hierarchies of visibility, and shapes cultural codes. Social media platforms simultaneously serve as public spheres and markets of predicted behavior; their algorithms construct hybrid publicities where private, political, and commercial messages coexist in a continuous flow, blurring the boundaries between personal and public domains. The long-term resilience of the smart city depends on a balanced partnership between the state, business, and local communities. Only under such conditions can digital media, social networks, and advertising become catalysts of economic growth, cultural cohesion, and social justice within the urban environments of the future.