PUBLIC RELATIONS IN THE MEDIA OF THE MOSCOW METRO: COMMUNICATION CHANNELS AND TYPES OF CONTENT
The rapid spread of innovations in the field of information and communication technologies has radically changed the paradigms of social development and led to the information media evolution of society. Digital interactive media and telecommunication networks have provided unprecedented opportunities for expanding public relations in various industries. Increasing the level of awareness and competence of people, the growing importance of public opinion lead to the need to search for new channels of information and communication in the transport systems of the mega-policy. The concentration of communication in new formats has led to a change in the mechanisms of public relations in the largest segment of urban transport in Moscow - the Moscow Metro. The communicative model of the subway has been significantly modernized. Along with traditional communication channels, Internet sites have also developed: an official site and metro groups on social networks, a Wi-Fi network in rolling stock, the Metro Moskvy mobile application, and others. Therefore, it is important to evaluate the impact of these digital media platforms on the development of the information and communication space of the subway and analyze text messages. One of the tasks was to define new formats for presenting information and to study the content-thematic aspects of content on traditional information and communication channels - in particular, the cultural and educational project "Thematic trains". The study revealed: the Moscow metro media channels provide the introduction of advanced technologies in the process of informing and communicating with passengers. Differing in format and ways of presenting information, communication channels informatively complement each other. Moreover, each of them is a self-sufficient media source. The integration of all communication channels leads to the expansion of public relations, satisfying the needs of the public in both mass and individualized information, which has gained popularity recently. The analysis revealed that multichannel also provides social activity and mechanisms of passenger involvement in the communication process. The study of the main directions of development of public relations of the subway made it possible to simulate the scheme of channels of information communications of a transport enterprise, to formulate a number of promising directions for further development. When studying the research model of the Moscow metro groups on social networks, we made a brief review of various theoretical approaches of scientists to the classification of new media - M.V. Simkacheva, N.G. Losevoy, I.V. Weissfeld, E.N. Yakubenko, E. Panchenko. In modern realities, online media are under active development. The resulting gap between the theory and the real practice of their dynamic development requires further rotation of conceptual approaches and methodological tools. Partial consideration of the typology problem of network media using the example of the metro media space has revealed common features of social networks with network media.