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Інформаційні послуги електронних торговельних майданчиків у маркетинговій діяльності

Author(s): Ihor Nikolaiev,Maksym Zahreba,Viktoriia Vyshnevska / Language(s): Ukrainian Issue: 8 (41)/2022

Marketing activities can be represented by a sequence of certain steps in the market that the manufacturer must take on the way to the consumer. The implementation of these steps has undergone radical changes due to the advent of the Internet and e-commerce. The e-commerce market in the world and in Ukraine in particular is actively developing and growing. The business began to move online and today online shopping has become very common. With the development of e-commerce, the retail market has undergone significant changes, there is an active growth of online commerce. If earlier the main players were online stores, today the leadership is taken by electronic trading platforms – marketplaces. In the context of the rapid development of ecommerce, the active growth of online commerce and the emergence of numerous trading platforms, the effectiveness of marketing activities directly depends on the diversity and quality of information services provided by marketplaces. The article studies the market of electronic trading platforms in Ukraine and conducts their comparative analysis in four areas. General, technical, communicative and marketing analysis allowed to identify the main information services of marketplaces provided in the field of marketing activities, as well as their advantages and disadvantages. Google PageSpeed Insights, PR-CY, SimilarWeb and Google Trends were widely used during the analysis. They allowed to achieve greater clarity in the presentation of the results. An integrated indicator is also proposed, which allows to evaluate marketplaces according to a set of criteria taking into account their importance. The practical value of the results obtained in the work is to determine the best and worst trading platforms that can be used during marketing activities. Prospects for further research in this area are seen in the development of approaches to assessing the effectiveness of electronic trading platforms in marketing activities.

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Реклама та її інноваційний розвиток з позицій маркетингового менеджменту

Author(s): Liliia Koval,Ruslana Zhovnovach,Serhiy Romanchuk / Language(s): Ukrainian Issue: 8 (41)/2022

The purpose of the article is to generalize scientific opinion on the essence of advertising and its innovative development in the marketing management system. The essence of advertising, its types and principles are revealed. The essence of marketing management is summarized. The objectivity of the appearance and development of advertising is highlighted. The essence of the term "innovative development of advertising" from the point of view of marketing management is substantiated, which consists primarily in the development and implementation of marketing innovations in advertising activities subordinated to the purposes and problems of marketing management. The author’s version of the systematization of factors that influence the innovative development of advertising in the marketing management system has been developed. The proposed scheme contains a systematization of influencing factors on the development of advertising according to a number of features: by the level of influence; by power of influence; by the nature of the manifestation; by the volume of consumer coverage; by the consequences of the influence. Based on content, the following factors are determined: market, scientific and educational, economic, social and demographic, political, organizational, innovative, psychological, cultural and environmental. The theoretical and applied significance of the development is that it can be used to deepen marketing research and adjust the decisions of marketers and managers in changing market conditions. Trends in the development of advertising in Ukraine are outlined. Attention is focused on accelerating the innovative development of advertising due to the digitalization of the advertising business. It was determined that the success and prospects of the innovative development of advertising today and in the future will depend on the development of qualitatively new approaches to the development of advertising based on research and taking into account the conflicting.

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Theoretical framework media and political economy of communication

Author(s): José Antonio Villalobos-López / Language(s): English Issue: 31/2022

This article is presented with a deductive method orientation, with a paradigm of hermeneutic order, based on experience, carried out under an exclusively qualitative approach, which will serve as a scaffold for a next study of digital media. Communications are a means or mechanism of organization for coexistence in society. The political economy of communication has its origin in the theories or critical approaches of Frankfurt and cultural studies, which has analyzed the role of the owners or concessionaires of large radio and television corporations, highlighting the bias they have given to the dissemination of information and culture, orienting it towards the defense of their ideology or their commercial interests, thus leading to the alienation and training of large masses of audience. In these modern times, the massification of the media is the result of technological convergences, where three disciplines or spaces are at work: information technology, telecommunications and the Internet, which is the axis or center of the new communications ecosystem. Social networks allow feedback between sender and receiver of news, transforming the unidirectional communication process provided by conventional media.

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Role of media information in managing mass emotions in social communications of modern Ukraine (a brief overview as a statement of the question)

Author(s): Alevtyna Demutska / Language(s): English Issue: 31/2022

The study's main objective is to prove the presence of practical attempts in managing the third component of the mass communication message in modern Ukrainian social communications. It is the mass-emotional component. In previous studies, the author proved that the nature of social communications in the modern digital society is based on the unity of mass information, mass interpretation, and mass emotions. Therefore, it is essential to find actual attempts on the part of the organizers of certain political discourses to manage mass emotions in social communications with the help of the media. The main conclusion of the study is that the scientific assumption regarding the presence of attempts to manage mass emotions through audiovisual and digital domestic media in social communications was confirmed. However, it is vital for further investigations of the scientific problem of how to manage the mass emotions functioning in social communications. The methods used during the research to achieve the goal were content monitoring, comparison, generalization, and analysis of texts.

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Стратегія економічного розвитку малих підприємств

Author(s): Iryna Trunina,Kateryna Pryakhina / Language(s): Ukrainian Issue: 8 (41)/2022

The article defines that small enterprises are an important driving force of economic development. This is proved by the share of such enterprises in the total number of Ukrainian enterprises, namely 95,2 %. However, the analysis of domestic and international research on this topic proves the need for development and growth strategies by such enterprises. Theoretical concepts are defined: strategic management, small business strategy and small business subjects. The normative documents of Ukraine, which regulate the activities of small enterprises, namely the Law of Ukraine “On the development and state support of small and medium-sized enterprises in Ukraine”, the Economic Code of Ukraine, Strategies for the development of small and medium-sized enterprises, have been researched. The performance indicators of small business entities in Ukraine during 2016-2020 were analyzed and their number was determined by type of economic activity. By types of economic activity, there are the most small enterprises in the sphere of wholesale and retail trade, repair of motor vehicles and motorcycles, agriculture, forestry and fishing, industry and in the sphere of real estate transactions. The toolkit for developing a strategy for the development of small enterprises is presented, which includes the following elements: analysis of the state of a small enterprise (SWOT - analysis for the study of factors that affect the current state of the enterprise); marketing research of external factors and competitors (PESTEL – analysis; ICEDRIPS – analysis); definition of goals, mission of a small enterprise and future plans (Business Model Canvas and value proposition canvas); choosing a strategy; implementation of planned activities and evaluation of the results obtained as part of the implementation of the strategy of a small enterprise. The proposed growth strategies include: market penetration, product expansion, segmentation, Internet marketing, diversification, cost reduction, customer retention, market development or expansion, alternative channels, partnerships, acquisitions, and mergers.

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Цифровізація менеджменту: актуальні проблеми теорії та практики

Author(s): Tetyana Hrinka / Language(s): Ukrainian Issue: 9 (42)/2023

The importance and role of digitalization of management in modern conditions are substantiated. It is emphasized that the processes of digitalization of management determine the specificity of digital transformation of management. It is summarized that large-scale technological changes also lead to changes in business conditions, complicate management tasks, and change the nature and boundaries of management processes. The current problems of digital transformation of management in Ukraine are identified: overestimation of the role of automation; possibility of loss or insufficient growth of profits; inability to implement digitalization in certain areas; technological unemployment; established disproportion between demand for highly qualified professionals and insufficient preparation by educational institutions; absence of necessary common standards, technical regulations, and relevant legislative norms regulating relationships between participants in the field of digital technologies; insufficient level of protection of digital technologies from unlawful encroachment. It is argued that the main problems of digitalization of management lie in the development of digital competencies of responsible individuals, which require solutions. Research of modern realities, problematic fields, and trends in the development of digitalization of management has made it possible to identify priority directions for solving the mentioned problems: formation of a new digital culture and new digital thinking; ensuring continuous development of professional digital competencies at all levels of management; providing legal regulation on issues of forming state policy in the field of developing digital skills and competencies; creating indicators for monitoring the state of development of digital skills and competencies (developing a methodology for conducting such studies, forecasting the needs of employers in certain digital skills of employees in key professional groups).

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ІНФОРМАЦІЙНІ ТЕХНОЛОГІЇ В ОСВІТНЬОМУ МЕНЕДЖМЕНТІ: КУЛЬТУРОТВОРЧІ ВИМІРИ

Author(s): Zhanna Denysіyuk / Language(s): Ukrainian Issue: 1/2023

The purpose of the article is to investigate the role of information technologies in educational management and their cultural manifestation. The research methodology involves the use of an interdisciplinary approach, as well as a set of methods: analytical, synthetic, cultural, which will allow a comprehensive consideration of the given issues and formulate reasonable conclusions. The scientific novelty lies in the systematic generalisation of educational management and its main development trends based on the influence of information technologies, as well as the identification of cultural intentions, taking into account the formation of the creative environment of higher education institutions. Conclusions. Digital information technologies are actively involved in the introduction into the educational sphere and its transformation, directly changing the algorithms of educational management and, in general, the principles of management activities in higher education institutions. Numerous technical capabilities have created a parallel virtual space where not only information is exchanged, but also other important activities take place: unlimited communication, self-representation, value transmission, and functional professional orientation in various spheres of activity, which determine the principles of organising society's life activities. Information technologies as a polymodal information and socio-cultural space undoubtedly act a subject of influence in the functioning of the educational sphere of society, actively generating new meanings, value orientations, professional competences and guidelines for society. Accordingly, systemic educational management should be based on information technologies that will facilitate the adoption of adequate management decisions within the framework of the formation of a humanistic educational paradigm, where one of the important factors is the principle of cultural creativity of the educational and socio-cultural space.

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СВІТОВИЙ АРТРИНОК: РЕАЛІЇ ТА ТЕНДЕНЦІЇ

Author(s): Viacheslav Boiko,Stepan Maksymov / Language(s): Ukrainian Issue: 1/2023

The purpose of the article is to reveal the main components that led to the success of sales of digital and classical artworks through the analysis of current realities and trends in the global art market. To provide buyers (collectors), sellers, investors of artworks with a general picture of the development of the contemporary art market. The research methodology is based on the application of a systematic approach to the study of the art market of digital and classical artworks on the analysis of aggregate methods, in particular: art historal, analytical, empirical, historical, comparative, synthesis, and modelling. The scientific novelty lies in the use of digital platforms in sales in the global art markets, the peculiarities of conducting virtual auctions for sales using digital technologies. This has led to an increase in sales of digital and classical works of art in the art market. The practical recommendations to all players (buyers (collectors), sellers, and investors of the contemporary art market of artworks are proposed. Conclusions. Consequently, the emergence of a digital art market for the sale of artworks in a new virtual environment has led to a tenfold increase in the number of artists whose works have been presented on the global art market and who are currently actively participating in auction sales. Today's paculiarities include the commercialisation of the art market and the transition from classical art to Contemporary Art as the main trend and sales leader. The value of works sold by coontemporary artists reaches billions of dollars and is constantly growing. Despite the popularity of digital platforms with the ability to preview works of art through online viewing rooms (OVRs), many buyers and sellers still seek to participate in the sale directly and return to traditional offline events. This is especially true for the wealthiest private collectors who want to see an object for which they need to pay a significant amount of money. Sales trends in global art markets show that digital artworks cannot replace artworks on traditional media.

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A View of the Future of the Metaverse Economy on the Basis of the Global Financial System: New Opportunities and Risks

Author(s): Selim Şanlisoy,Tuğberk Çiloğlu / Language(s): English Issue: 1/2023

The burgeoning Metaverse represents an unprecedented technology frontier that is poised to redefine our financial, societal, and cultural paradigms. This research introduces a new economic term, Metanomics, to the academic discourse by conceptualizing an economic structure in which the virtual needs of humans and virtual entities are met in virtual universes, production, distribution and finance processes are designed for this purpose and interact with the real universe. A profound examination of the potential sectoral, macroeconomic, and financial repercussions of Metanomics has been carried out. Expected improvements in sectors like education, healthcare, and tourism include increased productivity, emergence of new job roles, cost efficiencies, and heightened profitability. On the macroeconomic front, an escalation in total factor productivity, employment opportunities, and growth rates is anticipated. The unique aspect of this system pertains to its potential influence on the financial landscape. Novel financial institutions wielding innovative financial instruments are forecasted to emerge in the Metaverse. Consequently, a new arena of financial transactions linking the virtual and real-world economies is predicted to emerge, causing an expansion of the financial transaction volume in the real world. These transactions, primarily facilitated by cryptocurrencies, will contribute to an accelerated globalization process. Therefore, this research endeavours to forecast the ways the Metaverse might reshape future financial systems, predict the repercussions of these interplays on the global economy, delineate potential risks and opportunities, and propose relevant policy recommendations.

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Türkiye’nin A vrupa Birliği Eğitim ve Gençlik Aplikasyonlarına Katılımı Sürecinde Bilgi ve İletişim Teknolojileri Desteğiyle Kültürel ve Akademik Amaçlı Değişim Programlarının İncelenmesi

Author(s): Rahşan Bağcı / Language(s): Turkish Issue: 31/2023

In the process of social and scientific progress and change recorded since the beginning of human history, the effort to communicate, learn new things and transfer the acquired knowledge from generation to generation stands out as an ongoing dynamic action and effort. The search for what is different and new and change has become a part of human nature.Dec. The desire for change has not been limited to a single area throughout human history, but has made itself felt on many issues. This process extends from the past to the present and has entered the field of interest of more than one area and subject by not focusing on a single area. Communication and informatics are also one of the areas that attract the most attention among these fields. Our era is called an information age, and society is turning into an information society with this change. In this context, learning processes have also been influenced by communication and information technologies to the necessary extent. In the process of Turkey's accession to the European Union, the most important element of integration manifests itself in the field of education. In multidimensional research and investigations, “Erasmus Intensive Language Course (EILC)”, which is carried out within the scope of Higher Education Erasmus Exchange Program with a conceptual and practical perspective on the use of information and communication technologies in terms of Turkey's participation in European Union Education and Youth programs, in other words, “European Language Passport” for “Erasmus Intensive Language Course (EYDC)”, in other words, "European Language Passport", Within the framework of the “Council of Europe Common Criteria for Languages (CEFRL) Learning, Teaching and Evaluation Document” of the “European Language Development File” consisting of “Language Learning History (Language Biography)” and “European Language Achievement and Experience File”, tools such as web-based self-assessment (diagnostic) tools have been created for Turkish taught as a foreign language based on the “Swiss Self-Assessment Checklist Can Do Statements” and e-course applications have been prepared for reading, listening and writing skills it is seen.

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Examination of the Decision to Work Remotely During the COVID-19 Pandemic Period in Terms of Corporate Legitimacy and Corporate Logic: Analysis of CEO Opinions

Author(s): Harun KARAKAVUZ / Language(s): English Issue: 31/2023

Although it has been applied in sectors such as marketing, telecommunications, and software for many years, the COVID-19 pandemic has temporarily caused many businesses to switch to remote working. Discussions about whether the remote working method is efficient or not continue. Another discussion is about whether the remote working method will be permanent. In this context, it is important to reveal which institutional logic and legitimacy expectations the companies have decided to work remotely. This study aims to deal with the background of remote working decisions of enterprises on the basis of institutional logic and legitimacy in line with the opinions of business CEOs. A qualitative research design was used in the research. Businesses included in the 2021 Forbes 2000 list were accepted as the research sample. The research data were obtained from the statements of CEOs to the press and from the reports of businesses. As a result of the analysis of the data, it has been revealed that the community and market logics are effective in the remote working decisions of CEOs. On the other hand, it was concluded that CEOs decided to work remotely with the expectation of moral and pragmatic legitimacy. This study is considered a guide for business managers who want to switch to remote working in the future.

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A Strong Dynamic Financial Growth of Moroccan Family SMEs: What Feasibility of Artificial Intelligence?

Author(s): Azzeddine Allioui,Hanane Allioui / Language(s): English Issue: 1/2023

Artificial Intelligence (AI) has become a priority for the Moroccan government recent years. As a tool "of today and the future," artificial intelligence interferes in all economic aspects, allowing better decision making and evolutionary financial growth of companies in the market. Between fear and excitement, artificial intelligence is frequently perceived by the public as a very sophisticated and complex technology to implement. For some, cognitive AI takes on a human form, a rather caricatured perception that echoes within some organizations. To optimize the digital transformation of family firms, demystifying AI is an essential prerequisite. This work highlights the importance of adopting intelligence in the practices of Moroccan family SMEs. An empirical study corroborates our postulates regarding the dynamism and feasibility of artificial intelligence for the financial growth of Moroccan family SMEs.

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Büyük Veri, Duygular, Dil ve Etik Üzerine Bir Değerlendirme

Author(s): Şeyma Kuru,Fırat Başbuğ,Sezin Andic / Language(s): Turkish Issue: 28/2023

As a result of human-machine interaction, big data of gigantic size, high speed and variety contributes to the development of many new disciplines for social science research due to its potential to collect, organise and analyse information. This discipline, called psycho-informatics, uses computer science to predict human emotions, thoughts and behaviours. In the current century, where technology touches every aspect of life, the use of the internet enables people to access unlimited information very quickly, as well as creating unlimited information by leaving traces in the digital world. Today, when we look at the studies in this field, it is seen that in the international literature, there are mostly studies on predicting individuals' personality traits; smartphone, social media and internet usage behaviours; psychological health and problematic behaviours. While the present study aims to draw attention to psycho-informatics, a brief overview of psycho-informatics is presented and ethical problems that may arise are discussed. It seems to be a priority for researchers working in fields such as psychology, linguistics and computer sciences to be informed about the basic ethical standards in order to carry out joint studies and to carry out healthy studies.

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The effects of PPI and CPI in prediction of interest rate value

Author(s): Ahmet Yüzbaşıoğulları / Language(s): English Issue: 3/2023

Interest, which is as old as the history of humanity, is at the center of life today in parallel with the developments in technology and communication. Predicting the future values of interest, which is very important in every field from state administration to individual investments and expenditures, is very important for individuals/companies/ states to continue their activities in a stable manner. In pioneering studies, it has been emphasized that the main components of interest are real interest and future inflation expectations. Over time, the effects of goods, money, and international markets on the formation of interest have been analyzed theoretically and empirically. The effects of Central Banks on monetary policies and their long-term reflections have been the aim of many studies in recent history. The fact that the expected inflation in interest studies does not reflect the truth for many times has prevented the right results from being found. For this reason, it is seen that the realized CPI is generally used in estimating the interest rate. In addition, when countries are examined, it is seen that there are significant differences between CPI and PPI. The aim of this study is to empirically investigate which of the CPI and PPI values realized in estimating the interest rate should be used and to what extent.

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CAPABILITY OF HIGHER EDUCATION IN OVERCOMING DIGITAL INEQUALITY IN THE CONDITIONS OF THE CRISIS IN UKRAINE

Author(s): Tetiana Stepura,Olena Kuzmak / Language(s): English Issue: Sp. issue/2023

The purpose of the article is to assess the gap between people’s readiness for effective activity in the digital economy and to identify the functional capabilities of universities to reduce this gap. The research used methods of generalizations, logical, systematic, and comparative analysis, and statistical-economic, sociological, and economic-mathematical methods and techniques. The results of the study showed that the digitalization of the economy, the state, and society, which is taking place in Ukraine, requires a significant increase in the level of society’s readiness for digital changes. For effective integration into the digital environment, in particular in the field of education, it is necessary to create a digital infrastructure that meets EU standards. The authors conducted a study of the development of the digital inclusive component of the regions of Ukraine.Proposed ways of digital development of society. In particular, it has been proven that promoting the development of the provision of educational services improves the digital literacy of the population for daily tasks and for employers to minimize the gaps between the digital environment and people’s skills. It is substantiated that the acquisition of new digital skills and competencies of employees requires the development of training networks and the improvement of foreign language knowledge, both for young people and for other generations.

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RESEARCH ON THE ANALYSIS AND IMPACT OF INTERNET CELEBRITY ECONOMY ON CONSUMERS’ IRRATIONAL BUYING BEHAVIOR IN THE BIG DATA ENVIRONMENT

Author(s): Binbin Ke,Che Aniza Che Wel / Language(s): English Issue: Sp. issue/2023

In the context of big data, the internet celebrity economic marketing model has gradually become one of the mainstream online marketing models. Internet celebrities use their special influence and characteristics of the times to bring revolutionary changes to product promotion. This phenomenon carries more economic value and has significant social impact. At the same time, the development of the Internet celebrity economy has triggered concerns that irrational consumer behaviour may disrupt the e-commerce market. This paper investigates the influence of the Internet celebrity economy on consumers’ irrational purchase behaviour in this environment. To do so, the K-means clustering method is utilized to collect data on both internet celebrity economies and consumers’ irrational buying behaviour. The study develops a research model with the independent variables of internet celebrities’ professional degree, credibility, and fan attraction, and the dependent variable of consumers’ buying behaviour, with consumers’ buying sentiment serving as an intermediary variable. The empirical analysis demonstrates that the Internet celebrity economy significantly impacts consumers’ irrational purchase behaviour, with higher levels of professionalism, credibility, and fan attraction among internet celebrities associated with greater likelihoods of irrational consumer purchasing. Based on these findings, two strategies are proposed to mitigate irrational purchasing behaviour: improving the professional quality of internet celebrities and promoting rational consumer buying practices.

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ОСОБЛИВОСТІ ЦИФРОВІЗАЦІЇ НАВЧАЛЬНО- МЕТОДИЧНОГО КЛАСТЕРУ ДІЯЛЬНОСТІ НАУКОВО- ПЕДАГОГІЧНОГО ФАХІВЦЯ

Author(s): Nadiia PANASENKO,Ihor Skakun / Language(s): Ukrainian Issue: 2/2022

The purpose of the study is to highlight the specifics of the implementation of the principles of digitization of the educational and methodological work in a scientific and pedagogical worker. In the modern educational environment, the digital arsenal is effectively used by scientific and pedagogical specialists in their professional activities. Therefore, an urgent question arose regarding the arrangement of the educational and methodological cluster under the requirements of educational strategies. The research methodology uses general scientific methods of scientific and pedagogical discourse, among which we note: analysis, systematization, modeling, and forecasting. Also, scientific and philosophical methodological synergistic principles are used in the scientific article, which allows us to correlate of the use of digital resources with traditional elements of the educational and methodological segment. Elements of the novelty of scientific intelligence are the need to agree on the principles of digitization among all key clusters of higher education. Digitization should be considered a complex mechanism of the work of a teacher at a higher education institution since the innovative paradigm of modern education extends to all segments - educational and methodological, research and organizational. Synergistic interaction allows us to bring to a common denominator the features of digitization of the educational-methodological cluster with all other components of the work of a higher school teacher. This approach ensures an increase in a scientific and pedagogical worker's general level of professional competencies. Conclusion. Therefore, in the modern educational and methodological paradigm, the principles of digitalization are actively implemented, which, in combination with traditional resources, form an effective format for implementing the professional competencies of a scientific and pedagogical specialist.

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KOMPJUTERSKI KRIMINAL I ORGANIZOVANI KRIMINAL U FEDERACIJI BOSNI I HERCEGOVINI

Author(s): Ensad Korman / Language(s): Bosnian Issue: 2/2023

Modern society, in its fundamental principles of state existence as the primary subject of international relations, aims to protect individuals and their property from all forms of endangerment, whether it be natural, technological, or any other disaster of smaller or larger scale, regardless of whether it concerns security threats within or beyond the state borders. In this endeavor, the state must, on the one hand, take all necessary measures to undertake activities for the protection of the lives and property of its citizens. On the other hand, it has an obligation to safeguard every personal datum of those citizens, whether they are victims or perpetrators. A specific aspect is the observation of internal security with all the entities whose primary task is the protection of the state's internal order, including: police authorities, intelligence agencies, inspection bodies, judiciary, customs, and other authorities responsible for maintaining internal security. Special attention in this article is given to the police authorities in the Federation of Bosnia and Herzegovina, which, in accordance with their legal competencies, take measures and actions to detect and document perpetrators of offenses and criminal acts, as well as their accomplices. The greatest security risks facing police forces worldwide, including in the Federation of Bosnia and Herzegovina, are currently organized crime and computer crime, their mutual connection and dependence, and the widespread nature of their activities aimed at obtaining unlawful financial gain, as well as destabilizing the state. Organized crime, utilizing technological advancements, adversely affects the economic and social prosperity of the country.

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Online court as a platform for small claims proceedings in terms of the right to a fair trial in civil procedure

Author(s): T.A. Tsuvina / Language(s): English Issue: 54/2023

The article is devoted to analyzing the online courts as a platform for small claims proceedings in civil cases. The author describes the concept of “e-justice”, which involves e-filing, electronic systems of assignment of cases, e-case-management, eDiscovery, ODR, electronic systems for court practice, and using Artificial Intelligence (AI) in civil proceedings. The article describes two main approaches to the ODR concept – narrow and broad. In terms of the broad approach the author describes different types of online courts for small claims, particularly Online Civil Resolution Tribunal (British Columbia, Canada), Online Solutions Court (Great Britain), etc. The author analyzes current innovations in the structure of online courts, connected with integrating information systems and online ADR into online court platforms. Special attention is paid to the guaranties of the right to a fair trial in online courts.

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SPREADING LIKE A VIRUS: CONCEPTUAL INTEGRATION AND DISCOURSE VIEWPOINT IN INTERNET MEMES ABOUT THE COVID-19 PANDEMIC

Author(s): Sofia Kefalidou,Adi Maslo / Language(s): English Issue: 24/2023

This paper analyzes internet memes pertaining to Covid-19. We analyzed more than 200 memes over nine months. By utilizing Blending Theory and Discourse Viewpoint, we attempt to explain the creative inner workings of memes as well as how meaning is negotiated on the internet. We were clearly able to detect memes synchronously following the actual development of Covid-19 We show that meme makers use visuals metonymically to address the current state of Covid-19 while the overall message of memes is driven by simile. As much as memes draw on the concept of Covid-19, they also feed back to it in a loop of self-reference. Along with their underlying metaphoric nature, memes convey a feels-like attitude with two main phases emerging from their usage, i.e., the Observer Phase and the Experiencer Phase. The former showed memes at a stage where Covid-19 was not yet a pandemic (but perceived through media coverage from elsewhere) while the latter, the Experiencer Phase, clearly showed that meme creators had experienced the virus themselves. As for the timeframe covered, however, we conclude that memes do not show full conceptual integration as Covid-19 was not yet fully entrenched.

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