СПЕЦИФІКА ВИКОРИСТАННЯ СОЦІАЛЬНИХ МЕДІА У РОСІЙСЬКО-УКРАЇНСЬКІЙ ГІБРИДНІЙ ВІЙНІ

The purpose of the article is to analyze the effectiveness of using social networks to conduct information operations in the course of hybrid warfare.

The research methodology includes an overview of the source and empirical base on the subject and issues of the research, with an explanation of the methodological foundations of the research, the main concepts and definitions that form the basis of scientific research. The analysis of the information war from the perspective of chronology made it possible to carefully study the communicative specifics of modern military operations. The methods of observation and monitoring were used to track content in social media communities, and the method of comparative analysis allowed comparing the narratives of the opposing sides.

The results. It has been determined that social networks are currently the most powerful transformational factor ever seen. Historically, the depiction of war in the media has either been provided by the military and therefore hardly representative or reproduced from fragments of smuggled materials. The high-quality, real-time nature of the video, capable of being delivered by any mobile phone, from any place, at any time, with streaming on an always-on, fast-forwarding social network, means that people anywhere can virtually experience the elements of a military battle. In the past, nation-states have had advantages in managing conflict narratives. Social media has changed that too. In addition, the use of these channels can even be considered a form of guerrilla warfare. Given the fact that networks evoke the quick support and sympathy of the democratic world, their effectiveness increases many times.

Novelty. The specifics of using social media for conducting information operations are analyzed.

Practical significance. The results of the study can be used both by conditional senders during the planning of information campaigns, and by conditional addressees to understand the technology of spreading narratives using telegram channels.

Key words: social media, hybrid warfare, network warfare, information operation.