Abstract: The subject of this study is deepfake technology. Between 2017 and 2024, deepfake technology has evolved from experimental to an important tool for creating groundbreaking films that transform creativity, production, and audience engagement. Initially, its creative potential was limited due to technical capabilities. However, the development of artificial intelligence and deep fake technology has made it possible to change the age of actors, "resurrect" dead actors, and even create fully synthetic characters. At the same time, ethical issues arose, such as: violation of consent, displacement of jobs (which provoked strikes in Hollywood in 2023-2024). Integration with augmented and virtual reality further blurs the line between fact and fiction, creating the need for regulatory structures. This study argues that while deepfakes do open up new horizons in storytelling and accelerate production, their uncontrolled use can undermine artistic integrity and credibility. The research methodology is comprehensive. The authors apply the method of literature and source analysis, data collection, case analysis. An impact assessment is being conducted (the impact of deep fakes and AI technologies on creativity, the film industry, ethics issues, etc.). The study also uses the method of predicting the future and ethical analysis. The scientific novelty of the article lies in the analysis of the evolutionary trajectory of deepfakes technology, its impact on production and creativity (expanding the creative capabilities of producers and directors), ethical problems (labor conflicts, privacy issues and personal consent), integration of deepfakes with virtual (VR) and the augmented (AR) reality. The authors of the study conclude that it is necessary to develop new regulatory structures to preserve transparency and trust in media content, as well as the need to create a balance between maintaining artistic integrity and technical capabilities in the modern film industry.

Abstract: The subject of this research is the problems of state control over media markets in the post-truth era, with an emphasis on how such control affects public perception and dissemination of information. The object of the study is based on the analysis of two case studies — the "Rat's Head or Duck's Neck" incident and the "Mathematical Genius Jiang Ping" incident. This study highlights the limitations imposed by government oversight on media diversity and pluralism in China. Applying the theory of media ownership, the theory of agenda formation, and the theory of the public sphere, the authors of the study show how state-controlled media limit the diversity of narratives, narrow the scope of public discourse, and shape public perception, ultimately influencing the reliability of information in the context of post-truth. The comprehensive approach in the study allows us to understand how the state controls information flows, the process of prioritization in the public consciousness and the formation of the public sphere in the context of post-truth in China. The research methodology is comprehensive, it includes: case study, data collection methods (statistical analysis and text analysis), application of theoretical foundations (theory of media ownership, theory of the public sphere, theory of agenda formation), comparative analysis. The novelty of this study is explained by the following factors: an integrated approach is applied, the research topic is relevant (a fresh look at the problem in the Chinese context), real-world case analysis, the insufficiency of the previous research base on this issue, the practical significance of the study (the conclusions of the study may be useful for politicians in China who seek to improve public confidence in the state media and make the system of state information and regulation more effective).

Abstract: The subject of this research is the issues of preserving and spreading China's ideological values through the prism of new media. The object of the study is the socialist values conveyed through new media, taking into account the trajectory of changes in China's political and economic life. The article analyzes the role of China's new media in the process of forming and spreading the values of socialism, as well as effective methods of their presentation to the masses. The authors explore the features of the symbiosis of traditional and new media as a way to strengthen national identity and ideological work. The objectives of the research are: to understand ways and means of introducing and consolidating traditional values through new media; to develop effective strategies for spreading socialist values through new media (presentation format, optimal channels of communication and interaction with the audience); to identify shortcomings in old approaches and consider ways to overcome them. The descriptive method, the method of comparative analysis and theoretical analysis used by the authors of the research. The main concepts of new media are considered, and the traditional ones are analyzed. The novelty of the research lies in a comprehensive approach to considering the symbiosis of new and traditional media as a tool for preserving China's traditional ideological values. This will make it possible to create recommendations, evaluate the effectiveness of the proposed measures. The authors of the study come to the following conclusions: the key role of new media in modern society as a tool for spreading China's traditional values remains; new media provide a large audience reach, flexibility and interactivity of the information flow.

Abstract: The rapid development of generative artificial intelligence has allowed humanity to witness significant changes in artificial intelligence technology in terms of capabilities and functionality, and its powerful capacity for self-learning, self-control, and evolution has gradually ushered in a new era of generalized artificial intelligence. At the same time, it also indicates that people will enter into a more complex and risky intellectual system. The gradual and widespread use of generative AI in major media communications opens up great development opportunities for the media sphere, on the one hand, and risky tasks – on the other. The subject of this research is generative artificial intelligence. The object of the research is an in-depth analysis of the risks and management trajectories of generative artificial intelligence in the main media of mass communication. This study used a comprehensive methodology based on the method of literary analysis, observation, as well as the method of forecasting and data comparison. The scientific novelty of the study lies in the fact that the authors analyze the risks associated with generative AI in the mainstream media, namely: data privacy and security, the risk of manipulating public opinion through false information, and the problem of public trust in the media. The authors of the study propose a risk management path in terms of political leadership, regulation and technology, global cooperation and literacy, contributing to the safe, reliable and healthy development of generative AI in the mainstream media. As AI technologies are constantly being transformed, this research is quite promising and makes a scientific contribution to the general analysis and pool of research related to the use of AI in the field of media, risks, danger and ethical issues.

Abstract: Digital methods of political discourse research make it possible to expand the range of data on the statistics and replication of references to a particular issue in media space, the popularity of lexical units or other content disseminated both through the media and among the readership through comments and posts on personal accounts, and, as a result, to determine the specifics of the representation of certain political processes in mass media. The object of this study is various methods and tools of digital study of political media discourse, as well as relevant software. The subject is the results of content analysis of political communication obtained by foreign (J.-M. Eberle, P. Tolochko, P. Jost, T. Heidenreich, H.G. Boomgaarden) and Russian (E.I. Beglova and O.Y. Shmeleva) specialists. The aim of the paper is to identify the most effective way of working with media material by comparative study of manual and automated methods of content analysis. The main method of research in the article was a comprehensive comparative analysis of the conducted studies: from manual content analysis to digital content analysis with the use of mathematical algorithms and the method of ‘digital footprint’, theoretical analysis of scientific literature on the identified problems, descriptive and comparative methods, interpretation of the obtained results. The scientific novelty of the article consists in the comparison of different digital methods of content analysis. The identification of their strengths and weaknesses and the prospects for the application of digital methods of content analysis in the media industry in Russian science are poorly studied and need to be developed. New digital methods of content analysis are more objective, operational, structured, diverse and verifiable, unlike manual ones;the rapid development of artificial intelligence technologies makes its own adjustments to the methodology of analyzing political media discourse.

Abstract: The subject of this study is the era of smart media, which will have a significant impact on the news media ecosystem. It will lead to another industrial transformation and change in the news industry. The convergence of traditional and new media is made possible by 5G technology, cloud computing and big data technologies. The COVID-19 pandemic has accelerated the pace of media analytics, digitisation and platformisation. In addition, recent years have seen a surge in the development of artificial intelligence, which has been applied to various fields such as military, healthcare, retirement, etc. The development of ChatGPT has been an important signal of intelligent change in the media industry. The news media industry is undergoing a transformation that is already well underway. The research methodology is comprehensive and includes: descriptive method, comparative data analysis, statistical analysis and content analysis. The novelty of the research is the analysis of intellectual media paradigms in China and Russia. The nature of media interaction between the two countries, as well as the trajectory of global innovative technologies are investigated. Trends related to the development of digitalisation and AI in the following areas are described in detail: digitalisation of operations, news production, development of media platforms and AI technologies, and media content digitalisation processes. A prospective analysis is made of the need for international specialists with both humanitarian and technical competences. The digital and intellectual transformation of news media can take the cooperation between the two countries to a new historical level. In addition, media cooperation between China and Russia can help stabilise the world situation and provide a favourable ecological environment for international media.

Abstract: The study of digital humour and meme culture as a complex phenomenon, given the growing consumption and popularity of memes, especially among digital technology speakers, coupled with the scarcity of scholarly attention and research on this topic in Iran, has become increasingly relevant. This article focuses on the complex interplay between memes, culture and technology. By analysing the integral role of humour in Iranian digital culture, the study aims to explore the nature and functions of Iranian meme culture. The analysis shows that Iranian digital humour and meme culture function as a platform for equal opportunities to laugh, challenge established cultural norms and question prevailing ideologies. The research methodology is based on the reproduction of gender conventions and power hierarchies in Iran through internet memes. The methods applied are: content analysis, distributive and comparative. The study also builds on Bakhtin's concept of "chronotope" in multimodal analysis of memes common among Iranian immigrants. The novelty of the study lies in the fact that it makes a valuable contribution to the field of journalism and media studies, highlighting the importance of understanding the role of humour and memes in shaping public perception and navigating complex ideological landscapes, as well as the ways in which memes can be used to disrupt or alter these dynamics. The results of the analysis of Iranian digital humour and memes show that meme culture functions as a means to combat inequalities in power and status. In addition, the study demonstrated the Iranian population's reinterpretation of the immigrant experience, thereby reaffirming and refining their hybrid identity as transnational Iranians. This process unfolds through the recreation of different spatio-temporal configurations within the meme.

Abstract: The subject of the research is the study of the influence of memes during crises. Internet memes as a communication tool and new media languages are able to create and spread emotions that can promote social cohesion, as well as increase social confidence, which is considered vital during crises. Given the importance of Internet memes as a powerful tool to strengthen social cohesion and trust in difficult times, it is important to give an idea of how memes and emotional contagion can be used in crisis communication. The aim of the study is to provide a more complete understanding of the role of Internet memes, especially during crises such as the COVID-19 pandemic, in emotionally affected Iranian social media users. To achieve this goal, the study used a mixed-method approach, content analysis including COVID-19 memes on Iranian social networks and a quantitative survey using a questionnaire developed by the researchers. The statistical sample of the study consisted of 150 Iranian social media users who were randomly selected. The novelty of the research lies in the study of the function of memes in crisis communication and emotional contagion, especially in the context of Iran. The study expands the boundaries and offers new insights into how memes can be an effective tool to strengthen social cohesion and increase trust in difficult times. The focus of the study on the Iranian context also adds to its novelty, as it provides specific information that is not available in the existing literature. The study provides empirical support to politicians, especially Iranians, in tracking public opinion on critical topics, or in managing collective emotions via the Internet and stimulating and mobilizing public action by individuals. Memes can be used for crisis communication and public participation. The results of the study indicate the widespread use and recognition of memories in Iran during the COVID-19 pandemic, in terms of income tax information for expressing feelings and interest. Emotional contagion through memes is moderate and mostly mental, with respondents believing that memes are more effective, fast, and desirable than other types of messages and posts.

Abstract: The article aims to address the research gap in the field of environmental communication by integrating the advances in emotional influence sciences to understand the mechanisms and pathways via social media by which emotions impact pro-environmental behavior. This research investigates how environmental communication can integrate research's results to design a more effective communication strategy that leads to environmental actions. Hence, the methodology of the article is an exploratory review of previous research on emotion in crisis and environmental communication, particularly on the role of social media and internet memes in promoting pro-environmental behavior through emotions and emotional influence. The findings are organized into three themes. First, we present the theory of emotional influence as a lens that can shed light on the underlying mechanisms in social media that awaken users' sentiments to modify or rectify their environmental behavior as well as entice their engagement in environmental preservation. Next, the main factors affecting emotional contagion in environmental communication are analyzed. Finally, we examine the empirical evidence of pro-environmental communication strategies that were successful under emotional contagion mechanisms. The article concludes that emotional influence by internet memes is a proper strategy, particularly for new generations, in crisis and environmental communication. This research contributes to science by highlighting the significant role of emotional influence and internet memes in environmental communication, emphasizing their potential to influence public attitudes and behaviors towards environmental issues, and providing a comprehensive understanding of how these factors can be leveraged to design effective communication strategies that lead to environmental actions, offering valuable insights for researchers and practitioners in the field of environmental communication and crisis management.