Поширення контенту найпопулярніших медіа-публікацій у соціальних мережах як соціальна дія
Social Actions of Social Networks Users Caused by Different Types of Media Content

Summary/Abstract: Sharing, liking or commenting of media messages in social networks is an indication of the impact of these messages on readers. Such interactions can be described as different types of social actions. If the news sharing is a goal-oriented activity, and has a high impact on the audience (we measure this impact by the author's methodology of the interactive potential measuring), this may indicate readiness of the audience for active actions outside the social networks. Using the content of the popular Ukrainian political media “Ukrainska Pravda” as a research material, we concurrently determined which types of social actions are the most common while these media publications are spreading. In addition, we found out which social actions are more common in the ‘case of weak, medium or strong influence of publication on the reader. We also figure out which emotions most often accompany the dissemination of news from the “Ukrainska Pravda”, and how the ratio of emotions varies depending on the power of influence.

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