Horska K. Content of Media in the Digital Age: Transformation and Functioning.

The thesis focuses on the transformation of media content in the digital age. The paper substantiates the concept "media content" in the media communications system. The role of the media content in the communication process is defined; vectors and levels of transformation, principles and components of the content formation in digital media space are allocated; the evolution of professional practices and the changing role of the author in the process of content creation are analyzed. The author explores efficiency of participatory models in journalism, attraction of audience to writing of content of mass media. The research allows to identify the quality criteria that the media use and to compare them with the value parameters of the content that play an important role in audience's choice. The content as the tool in the content strategy of new media is researched. Regulation mechanisms of content creation and distribution in the digital media space are defined.