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Metalanguage in the digital society: its role in image-making and shaping public consciousness

stmm. 2025 (3): 138-153

DOI https://doi.org/10.15407/sociology2025.03.138

Full text: https://stmm.in.ua/archive/ukr/2025-3/9.pdf

VERONIKA CHEKALIUK, PhD in Social Communications, Doctoral Student at the Taras Shevchenko National University of Kyiv (60, Volodymyrska St., Kyiv, 01033)

vnika@ukr.net

https://orcid.org/0000-0002-2080-2233

The article explores contemporary trends in image-making in the digital environment, specifically through the concept of metadiscourse by Oleg Krishtal, which holds significant relevance in the sociological context. The influence of internet platforms, technological innovations, and social media on the operational speed of media and the role of digital technologies in shaping public opinion is particularly emphasized. In the digital society, where information spreads instantaneously through online resources, metadiscourse becomes an important tool for influencing social perceptions, helping to create a specific context for events, phenomena, and social processes. The article delves into the features of metadiscourse within the framework of digital communications and its ability to shape and to transform public opinion and social norms. Special attention is given to issues of information security in the digital environment. The article analyzes the challenges related to data security and the threats of misinformation arising from the expansion of digital platforms and social networks. Adapting journalism to new communication conditions is becoming increasingly important for effectively addressing these challenges, which contributes to the development of new forms of media content and communication strategies. The article also addresses the branding of territories in the digital age, as well as the interaction between social media, government structures, and the public in promoting territorial brands. Additionally, the article highlights the impact of artificial intelligence on image-making and its role in transforming sociological processes. It examines how new technologies, particularly artificial intelligence tools, influence the formation of social perceptions and their communication through digital platforms. This study is based on a structural-functional analysis of digital communication and sociological research methods, providing a deeper understanding of the changes occurring in the processes of image transformation in the digital society.

Keywords: image-making; social networks; public opinion; information security; metalanguage; Oleg Krishtal; artificial intelligence; territorial branding; digital communication; sociological analysis

References:

  1. "Birdsong" is written in metalanguage, timeless. (2025). CULT, June 21. [In Ukrainian]. Retrieved from: http://www.cult.org.ua/spiv-ptashok-napysanyy-metamovoiu-poza-chasom/

  2. Baym, N. (2015). Personal connections in the digital age. 2nd ed. Malden, MA: Polity.

  3. Berger, P. L. & Luckmann, T. (1995). The Social Construction of Reality: A Treatise in the Sociology of Knowledge. Penguin Books.

  4. Binns, A. (2018). Artificial Intelligence and Ethics: The Role of AI in Personalized Marketing. Journal of Business Ethics, 150(2), 263-275.

  5. Eco, U. (1976). A Theory of Semiotics. Bloomington: Indiana University Press, 122. https://doi.org/10.1007/978-1-349-15849-2

  6. Eco, U. (1990). The Limits of Interpretation. Bloomington: Indiana University Press.

  7. Eco, U. (2001). The Role of the Reader: Explorations in the Semiotics of Texts. Bloomington: Indiana University Press.

  8. FT. (2025). How technology is reshaping human experience. Financial Times. Retrieved from: https://www.ft.com/content/0459f18d-66ef-4fdb-a47b-2165005cbab4

  9. Giddens, A. (1991). Modernity and Self-Identity: Self and Society in the Late Modern Age. Stanford University Press.

  10. Kaplan, A.M. & Haenlein, M. (2010). Users of the World, Unite! The Challenges and Opportunities of Social Media. Business Horizons, 53, 59-68. Retrieved from: http://dx.doi.org/10.1016/j.bushor.2009.09.003 https://doi.org/10.1016/j.bushor.2009.09.003

  11. Krishtal, O. (2022). To The Singing of Birds in NYC. Retrieved from: https://www.youtube.com/watch?v=X7KUnA0VQ0A&t=1s

  12. Mittelstadt, B.D., Allo, P., Taddeo, M., Wachter, S., & Floridi, L. (2016). The ethics of algorithms: mapping the debate. Big Data & Society, 3(2), 1-21. https://doi.org/10.1177/2053951716679679

  13. Pocheptsov, G. (2009). Global Projects: Designing the Future. Teaching. Manual. [In Ukrainian]. Kyiv: Ukrainian Center for Political Management.

  14. Tufekci, Z. (2015). Algorithmic Harms Beyond Facebook and Google: Emergent Challenges of Computational Agency. Weizenbaum Conference.

  15. Zeng, D. & Chan, S. (2020). Artificial intelligence for social good: empowering data science and public opinion analysis in the digital age. Journal of Artificial Intelligence, 35(3), 121-139.

Received 12.02.2025

Metalanguage in the digital society: its role in image-making and shaping public consciousness

stmm. 2025 (3): 138-153

DOI https://doi.org/10.15407/sociology2025.03.138

Full text: https://stmm.in.ua/archive/ukr/2025-3/9.pdf

VERONIKA CHEKALIUK, PhD in Social Communications, Doctoral Student at the Taras Shevchenko National University of Kyiv (60, Volodymyrska St., Kyiv, 01033)

vnika@ukr.net

https://orcid.org/0000-0002-2080-2233

The article explores contemporary trends in image-making in the digital environment, specifically through the concept of metadiscourse by Oleg Krishtal, which holds significant relevance in the sociological context. The influence of internet platforms, technological innovations, and social media on the operational speed of media and the role of digital technologies in shaping public opinion is particularly emphasized. In the digital society, where information spreads instantaneously through online resources, metadiscourse becomes an important tool for influencing social perceptions, helping to create a specific context for events, phenomena, and social processes. The article delves into the features of metadiscourse within the framework of digital communications and its ability to shape and to transform public opinion and social norms. Special attention is given to issues of information security in the digital environment. The article analyzes the challenges related to data security and the threats of misinformation arising from the expansion of digital platforms and social networks. Adapting journalism to new communication conditions is becoming increasingly important for effectively addressing these challenges, which contributes to the development of new forms of media content and communication strategies. The article also addresses the branding of territories in the digital age, as well as the interaction between social media, government structures, and the public in promoting territorial brands. Additionally, the article highlights the impact of artificial intelligence on image-making and its role in transforming sociological processes. It examines how new technologies, particularly artificial intelligence tools, influence the formation of social perceptions and their communication through digital platforms. This study is based on a structural-functional analysis of digital communication and sociological research methods, providing a deeper understanding of the changes occurring in the processes of image transformation in the digital society.

Keywords: image-making; social networks; public opinion; information security; metalanguage; Oleg Krishtal; artificial intelligence; territorial branding; digital communication; sociological analysis

References:

  1. "Birdsong" is written in metalanguage, timeless. (2025). CULT, June 21. [In Ukrainian]. Retrieved from: http://www.cult.org.ua/spiv-ptashok-napysanyy-metamovoiu-poza-chasom/

  2. Baym, N. (2015). Personal connections in the digital age. 2nd ed. Malden, MA: Polity.

  3. Berger, P. L. & Luckmann, T. (1995). The Social Construction of Reality: A Treatise in the Sociology of Knowledge. Penguin Books.

  4. Binns, A. (2018). Artificial Intelligence and Ethics: The Role of AI in Personalized Marketing. Journal of Business Ethics, 150(2), 263-275.

  5. Eco, U. (1976). A Theory of Semiotics. Bloomington: Indiana University Press, 122. https://doi.org/10.1007/978-1-349-15849-2

  6. Eco, U. (1990). The Limits of Interpretation. Bloomington: Indiana University Press.

  7. Eco, U. (2001). The Role of the Reader: Explorations in the Semiotics of Texts. Bloomington: Indiana University Press.

  8. FT. (2025). How technology is reshaping human experience. Financial Times. Retrieved from: https://www.ft.com/content/0459f18d-66ef-4fdb-a47b-2165005cbab4

  9. Giddens, A. (1991). Modernity and Self-Identity: Self and Society in the Late Modern Age. Stanford University Press.

  10. Kaplan, A.M. & Haenlein, M. (2010). Users of the World, Unite! The Challenges and Opportunities of Social Media. Business Horizons, 53, 59-68. Retrieved from: http://dx.doi.org/10.1016/j.bushor.2009.09.003 https://doi.org/10.1016/j.bushor.2009.09.003

  11. Krishtal, O. (2022). To The Singing of Birds in NYC. Retrieved from: https://www.youtube.com/watch?v=X7KUnA0VQ0A&t=1s

  12. Mittelstadt, B.D., Allo, P., Taddeo, M., Wachter, S., & Floridi, L. (2016). The ethics of algorithms: mapping the debate. Big Data & Society, 3(2), 1-21. https://doi.org/10.1177/2053951716679679

  13. Pocheptsov, G. (2009). Global Projects: Designing the Future. Teaching. Manual. [In Ukrainian]. Kyiv: Ukrainian Center for Political Management.

  14. Tufekci, Z. (2015). Algorithmic Harms Beyond Facebook and Google: Emergent Challenges of Computational Agency. Weizenbaum Conference.

  15. Zeng, D. & Chan, S. (2020). Artificial intelligence for social good: empowering data science and public opinion analysis in the digital age. Journal of Artificial Intelligence, 35(3), 121-139.

Received 12.02.2025

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