Abstract: The article is devoted to a comparative analysis of the approaches of various humanities and social sciences to the definition and interpretation of the concepts of "journalism functions", "media functions", "media discourse functions", as well as consideration of the factors of their transformation in different historical periods. An activity-based approach is used in order to correlate the concepts of the type of activity, type of creativity, purpose, mission, and functions of modern mass media. In this paper, we propose to identify the following key approaches in the analysis of modern media that do not have spatial boundaries (philosophical, cultural, political, psychological, sociological and philological), allowing a multifaceted approach to the characterization of media as an integral object, complex in its structure and functionality, to expand understanding of the role of the media in a multipolar world and the values split. In this study, in addition to the comparison method, structural-functional, sociological, cultural and philological approaches were used. The scientific novelty of the article is the identification of the expanded functions of the media in modern society, where traditional roles are complemented by cognitive, adaptive and semantic aspects. The research focuses on the changing importance of the media in the context of digital transformation, globalization and information wars, emphasizing their role in the formation of meanings, social values and management of social processes. The media, in turn, perform many functions, including informational, ideological, cultural, communicative and cognitive. Their role varies depending on socio-historical conditions, having both positive and negative effects on society. In the context of modern challenges, it is of particular importance not only to combat "fakes" and disinformation, but also to form new social values.

Abstract: The article analyzes the role and importance of digital communications in the e-commerce segment in Russia. The main object of the research is the current trends and digital marketing tools used by online stores to increase customer loyalty and engagement. The study highlights the importance of personalizing interaction with the audience through social media, email marketing, SEO, native advertising and other ways of digital and convergent interaction. Special attention is paid to the impact of mobile technologies on the growth of the e-commerce market. The work also focuses on the prospects for further development of digital communications in the face of growing competition and constant changes in the needs of the audience. First of all, the research is focused on the specifics of the Russian digital communications market, but taking into account the experience and practice of foreign companies and audiences. Based on the analysis of secondary data, statistical indicators are considered, such as the growth of the e-commerce market in Russia, the share of online orders via mobile devices, as well as data on consumer behavior based on research conducted by Online Market Intelligence, Romir and others. The scientific novelty of this study lies in a detailed analysis of modern digital communication methods used in the Russian segment of e-commerce, taking into account the influence of mobile technologies and the specifics of the Russian market. The study shows the uniqueness of digital strategies adapted for the Russian consumer, including an emphasis on personalization, content marketing and the use of platforms such as VKontakte and Telegram, which has become especially important in the conditions of unavailability of some international services. The main conclusions of the article emphasize the importance of using digital tools such as SEO, email marketing and SMM to retain and attract customers. The effectiveness of digital strategies is ensured through a personalized approach that allows online stores not only to increase consumer loyalty, but also to strengthen the brand in the face of growing competition.

Abstract: The article is devoted to the study of the influence of artificial intelligence (AI) on modern journalism in the system of digital media communications. Both threats and opportunities introduced by new neural network technologies are under consideration. The article presents the results of a survey conducted among representatives of creative professions, the purpose of which was to find out the attitude to artificial intelligence and its role in their professional activities. The article focuses on the need for further research and regulation of the use of neural network technologies to minimize risks of their use in media communications. To conduct the study, a survey method was chosen that allowed to collect quantitative data on the opinions and perceptions of AI by representatives of the media industry. The scientific novelty of this study lies in the systematic analysis of opinions and perceptions of AI among representatives of professions that receive their main financial income through creative and intellectual work, such as journalism, advertising and public relations, design, music, etc. Unlike most existing studies that focus on the technical aspects of AI, this study focuses on the social and ethical aspects of its application. This allows us to gain a more comprehensive understanding of the role of AI in society and identify key factors influencing its perception.
The practical significance of the study lies in the fact that its results can be used to develop recommendations for integrating AI into various spheres of life, as well as regulating issues of control over the use of neural network technologies in modern society. The results can also help analyze public sentiment and expectations, which will allow making targeted and effective decisions in the development and implementation of AI technologies.

Abstract: The study analyzed the role of online media, social networks and other online platforms in the formation and dissemination of information about the conflict, as well as its impact on the interaction between commercial companies and their customers. The object of the study is the process of mediatization itself, which plays a significant role in corporate conflicts, having a significant impact on public opinion, the image of the company, determining the course and consequences of the conflict. With the development of information technology, digitalization and the spread of the Internet, the mediatization of corporate conflicts is becoming particularly important. The subject of the study is the system of communication practices of a large commercial company during a period of mediatized crisis. Corporate conflict is considered as an important aspect in the decision-making process in the management of the brand and reputation of the organization. The main research methods are: survey – collection and analysis of data from participants in the conflict, as well as a case study method, which allowed us to consider a specific case in detail through analysis of the key problem, factors influencing the conflict and management decisions made. The study of the phenomenon of mediatization of corporate conflicts has revealed new aspects and trends in the development of complexly regulated contradictions in the Internet space. In addition, the impact of mediatization on the reputation management of commercial companies in the context of corporate conflict was studied.
The process of mediatization of corporate conflicts was considered as a multidimensional phenomenon, which includes not only the use of media resources to highlight conflict situations in organizations, but also the transformation of the nature of the conflict itself under the influence of the media.
The results of the study showed that mediatization helps to accelerate the escalation of conflict through the instant dissemination of information. At the same time, well-organized interaction with the media allows companies to control information flows, minimize damage and manage public opinion.

Abstract: The author examines in detail the phenomenon of value conflict in the mass media space. With the advent of mass media, political conflict has acquired a new scale and role, developing on several planes: in reality, in the media, in social media and in the minds of the audience. Modern society is oversaturated with information, which leads to the question of the effective use of media resources and their uneven distribution. In the context of the information society, new types of conflicts arise related to the relationship of factual and necessary information, which emphasizes the importance of studying the mediatization of political conflicts and their impact on public relations. The media space is an environment where political conflicts are formed and resolved, thereby defining many aspects of social life and interaction. The article focuses on the role of values in the political process, reveals the influence of the media on the formation of attitudes and behavior in conflict conditions. The object of the study is a political conflict in the media space.
The subject of the study is the mediatization of political relations in the context of the value characteristics of society. The purpose of the study is to determine the role and place of media in the processes of managing political and value conflict in modern society. The research uses activity-based, axiological and systematic approaches that allow us to penetrate into the essence of the phenomenon of the mass media space and trace the transformation of values in it that are the subject of conflict relations. The theoretical and practical significance of the study lies in the fact that it substantiates the need to revise classical approaches to the consideration of such categories as: information war, political and value conflict in the media space. As part of the conflict agenda, the media can chronicle events, mediate and make forecasts. They influence the formation of attitudes and behaviors of social groups in conflict conditions, have the potential to form stereotypes of constructive (or not) behavior. The study of the mediatization of political conflict in a value-based way allows us to identify the features and patterns of formation of models of "conflict behavior" in the information field (participating and observing parties), the choice of motives, strategies and opportunities in the conflict, goals and ideas about the development of the conflict.