USE OF DIGITAL TECHNOLOGIES TO ANALYZE COMMUNICATION PROCESSES IN SOCIAL NETWORKS

Abstract

The article examines the use of digital technologies to analyze communication processes in social networks. In today's information society, social media have become one of the main platforms for communication, dissemination of information and formation of public opinion, which necessitates a comprehensive study of the possibilities and limitations of using digital technologies to analyze communication processes in social media, with a view to developing effective approaches to collecting, processing and interpreting communication data in the digital space.The author analyzes the latest research and publications on the use of digital technologies to analyze communication processes in social media, which allowed determining the growing interest of scholars in this topic. The purpose of the article is to study the potential and effectiveness of digital technologies for analyzing communication processes in social media, in particular, to identify tools, methods and approaches which allow qualitative and quantitative assessment of the structure, dynamics and content of digital communications in the network environment. It is emphasized that digital technologies not only enhance the possibilities of analyzing communication, but also change the very paradigm of humanitarian research, transforming it into a quantitative, qualitative, dynamic and more accurate process. Modern methods of collecting, processing, and interpreting digital data, including automated text analysis tools, network analysis (SNA), thematic modeling, and information visualization, are considered. Particular attention is paid to the use of such platforms as Gephi, Tableau, Google NLP, and methodological approaches of digital humanities. A comparative analysis of digital tools for analyzing communications in social networks is carried out. It is concluded that digital technologies open up new horizons for in-depth and multidimensional analysis of communication processes in social networks. Modern tools for text analysis, network interaction, data visualization, and tone analysis provide an effective combination of quantitative and qualitative approaches, which allows researchers to obtain both a statistical and semantic picture of digital communication.