Zhdanova T.A.¹ (Khabarovsk, Russian Federation) – 000500@pnu.edu.ru; Pendyuk A.V.¹ (Khabarovsk, Russian Federation) – 2023103683@pnu.edu.ru

¹Pacific National University

Abstract. Relevance. Social networks are of great importance in the life of a modern person. Through social networks, people communicate, gain professional skills, promote their services, sell goods, and conduct scientific activities. Social media has become a core element of digital reality. This unprecedented level of human mobility and involvement in the online environment has created the prerequisites for the formation of the “digital mainstream” – a system of popular topics, trends and behaviors that dominate social media. This study analyzes the phenomenon of the digital mainstream and its impact on the audience of social networks. The purpose of the study is to reveal the significance of the influence of the digital mainstream on the audience of social networks. The essence of the concept of “digital mainstream” is revealed, characterizing its key features such as mobility, accessibility and active user engagement. The influence of the digital mainstream on the target audiences of social media is considered. Examples of relevant and popular topics shaping the digital mainstream are given, and the role of social media in shaping the digital mainstream is analyzed. Materials and methods. Among the theoretical methods, systemic and institutional approaches and the method of analysis were applied. In conclusion, conclusions are drawn about the importance of understanding the digital mainstream for effective interaction with the audience in social media. Studying the trends of the digital mainstream is necessary for effective communication management with a modern audience and timely response to current requests from users of social platforms.

Keywords: digital mainstream, social networks, target audience, popular topics, content consumption, cultural patterns, social media.

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For citation: Zhdanova T.A., Pendyuk A.V. Digital mainstream: the impact of popular topics on the audience of social networks. CITISE, 2024, no. 4, pp. 246-252.