SOCIAL MEDIA STRATEGIES IN MODERN RUSSIA: RESULTS OF MULTIDIMENSIONAL SCALING

Abstract

The article represents the results of multidimensional scaling of signs of an assessment of Russians of the importance of social media to their lives and the attitudes towards them. Indicators of intensity of use of social media, the reasons of the appeal to opportunities of social media, the most demanded resources of social media are analyzed. It is shown that Russians consider social media as space of remote communication, information search about the interesting persons and self-presentation. The carried-out scaling allowed revealing distinctions in perception of social media various gender and age groups. Focus of men on network games and other leisure content is established big, in comparison with women. It is revealed that young people and people of middle age are quite unanimous in an intensive use practically of all resources of social media and are uniform in formation of hierarchy of opportunities and resources of social media, preferring to communicate and relax by means of social media. Elderly people are less active in use of social media and prefer the passive behavior connected with search of information to active placement of own content.