Media Monitoring Research in the Information Analytics System in Ukraine: Regional Aspect

Abstract

The purpose of the article is to present the importance of media monitoring research for the development of the information analytics system in Ukraine, in particular at the regional level. The research methodology is based on the general scientific and special research methods: analysis, synthesis, systemic approach, expert assessment method, focus group method, SWOT analysis, generalisation. The scientific novelty of the study is as follows: this issue is an attempt to identify prospects and threats for the use of media monitoring research to characterise the information analytics system in Ukraine. Based on an expert survey conducted in the form of a focus group of media specialists in the Rivne region, authors proposed the recommendations for the further use of media monitoring research in social communication’s system. Conclusions. The development of media monitoring research in Ukraine is a driver in ensuring information security and analytical culture of information centres in Ukraine. The results of an expert survey of media professionals in the Rivne region show two trends for media monitoring research: 1) scouting for a new methods due to the growth of information/disinformation volumes and the digitalisation of information flows; 2) using the risk management to audit automated media monitoring systems to prevent leakage of personal data, errors in algorithms, and distortion of messages. The SWOT analysis established that analytical centres should work on strengthening content management in social networks, improving the analytical component in monitoring methods, and improving the skills of specialists in information and analytical activities. It is also necessary to implement new strategies and innovative approaches to communicating with the audience.