The large-scale changes in the life of modern society caused by digitalization, as well as numerous studies of various manifestations and aspects of this process, give rise to the need to develop a concept of a digital society. The attempt to solve this research problem, implemented in the article, represents one of its possible models.

In the proposed model, the digital society is considered as the next stage of post-industrial development and an element of modern global technogenic civilization. The implementation of the plan is based on the institutionalization of digital public relations. The basis of the process is the construct “human – knowledge – communication networks – computer technology”. Its elements in the course of interaction give rise to digital formal and informal institutions in the economy, politics, culture, and social life; form a new structural element of society – the digital information sphere; develop into a whole as a digital society. Digital institutions and the digital sphere, acting as mechanisms for the emergence of society, rely on their own type of activity, have a new type of personality as a subject – “information person”.

The analysis, undertaken within the framework of the neo-institutional approach, the features of the socialization of e-Homo Sapiens are revealed, based on the need for presence and activity in the information space, taking into account the impact of modern information technologies, which ultimately contribute to the inconsistency of the emerging typological properties. The decisive role of the human factor in the emergence of the digital society as a knowledge society made it necessary to rely on the principle of social determinism for the entire research structure. This technique allowed us to substantiate the conclusion about the human creator, the subject of social existence as the main characteristic and source of development of the digital society. Any changes in the indicators of subjectivity will serve as factors for the appearance of components of a future civilization based on this society, the contours of which are not transparent today.

The digital transformation of the structural components of the state system forms new socio-organizational forms and practices of political interaction. The transformation process is based on the dialectical overcoming of existing elements of the old order, the development of new goals and the formation of new specific ways to achieve them. As a result of the digital transformation of the structural components of the state system, new socio-organizational forms and practices of political interaction are being formed. Before our eyes, the transition of initially networked social formations into political offline processes is unfolding, new power resources and mechanisms of influence on the political organization as a whole are emerging in society. These processes relate to social self-organization and are characteristic of the adaptive algorithm of social changes. At the same time, changes in system parameters do not violate the contours of the existing state system. However, in the conditions of deliberate stimulation by the authorities of the digital transformation of all spheres of society’s life, the limited ability of the political system and the state to ensure the manageability of social and political processes is more clearly manifested.

The article considers the process of deformation of the state system caused by the digitalization of public relations, analyses changes in theoretical models of explaining social reality and related changes in the organization of the political system and political practices.

The multi-component nature of the impact of the global ICT paradigm on the sphere of public administration of a particular state is noted. In the era of the diversity of broadcast information, the dominance of the mass media and social networks, the public becomes a mass / crowd and an object of manipulation. The impact of information and communication technologies on the functioning of society is manifested in maintaining the gap between formal and informal institutions, intensive introduction of innovations, launching new mechanisms of social inequality, and the like, as a result, the integrity of the social system is violated. The risk of loss of manageability of social processes increases due to the fact that the recommendations for authorities on digital transformation, as well as most scientific publications on the topic of digitalization of public administration do not contain a critical assessment of the ICT paradigm itself and the concepts, concepts and practices formed on its basis.

The article сarries out an analysis of the practices of using electronic social networks (Facebook, Twitter, Vkontakte, etc.) in the study of migration processes. The paper shows how alternative to traditional sources (administrative, surveys) data allow us to form an up-to-date idea of the spatial-temporal and socio-demographic characteristics of migration. The authors study the integration of migrants in destination countries, including difficulties of assimilation and identity preservation, geography of migration flows, migration due to natural disasters and political reasons, intellectual and labour migration. The specificity of the data generated by social networks is that they cover the entire population and are produced in real time.

The paper highlights the search for the necessary information using the means of platforms – advertising plugins, geolocation in posts and information directly collected from users, the functioning of certain communities, published comments. 

The study also gives important methodological features, the success of the results of any research conducted through the analysis of electronic social networks depends on the consideration of which. The problem of the information obtained with their help lies in such limitations as accessibility (technical features of specific platforms), representativeness (insufficient development of statistical techniques for evaluation) and variability of user preferences. In conclusion, the authors conclude about the prospects of using digital mass communication media in the study of migration processes.

The scientific and practical significance of the research paper lies in the fact that it complements the literature on the topic under consideration, being the first systematic review of it in the Russian language, and also provides recommendations on the use of the information obtained.

This article analyses the degree of Internet penetration and the level of involvement of the Vologda region residents in the information and communication space. The author made an attempt to establish the existence of a connection between the protest moods of the residents of the region and the use of Internet resources, including for participation in public life. The information and empirical base of the study was the data of the monitoring of public opinion conducted by the Vologda Research Center of the Russian Academy of Sciences on the territory of the region.

The results of the study showed that in recent years there has been a significant increase in the use of Internet technologies and social networks. According to calculations, the demand for information provided by the electronic mass media is increasing among the residents of the region who show protest moods, and the level of trust in this communication channel is growing. However, there is no direct correlation between the dynamics of the growth of Internet engagement and protest moods. The Internet and social media are not a factor of protest potential. They act as an information and communication platform that creates a technical opportunity for public discussion and facilitates the organization of protest moods. At the same time, the Internet can strengthen the effect of other factors, such as: dissatisfaction of the population with their own material well-being and the general economic situation in the country and the region, disapproval of the activities of the authorities, uncertainty of prospects and uncertainty in the future.

The article considers the theoretical and methodological aspects of the formation of a personal brand, describes modern approaches to the interpretation of the concepts of brand and personality brand. The main structural elements of a personal brand are analysed, its socio-psychological essence is determined. The emphasis is made on the practical significance of the formation of a personal brand, the components, properties and areas of application of a personal brand are considered.

The models of personality brand formation in both offline and online environment are described in accordance with the structural and substantive transformations currently taking place in the information sphere and the factors that influence the effectiveness of communication through a personal brand. These are, first of all, such factors as the widespread of artificial intelligence technologies into everyday life, tools for logical data integration, a significant increase in the number of Internet users. All of the above factors largely determine the nature and degree of social influence of influencers on the behavior of individuals in society.

In addition, much attention is paid to the analysis of existing models of personal brand formation, which form the theoretical and methodological basis of a personal brand. If we consider a brand as a tool that stimulates the consumer to a certain action, then in the case of a product brand, such an action will be the fact of buying a product or service directly. If we are talking about a personal brand, then the frequency of consumption of content created by a particular media personality will act as an action. In turn, it is possible to increase the frequency of content consumption by choosing the optimal model of brand communication with consumers. That is why it is especially relevant to study the theoretical and methodological aspects of the formation of a personal brand through online tools in the process of creating a personal brand.