The rapid development of media technologies has tremendously influenced all spheres of human life. In media education, they are widely used for both organization of future media industry workers training, and its content. Being progressive, the media sector makes an active use of the technological capacity to enhance the education efficiency and quality. At the same time, those processes create a tough competitive environment. In the context of the distance learning prevailing in the last few years, higher educational establishments face the emergence of numerous alternative educational internet initiates at the market that may pose a certain threat for the traditional higher education in the future. It is partially driven by reorientation of media industry’s economic models, including a fundamental revision of approaches to monetization and the popularity of the non-commercial independent journalism with its growing employment opportunities. They all urge journalists gain new skills and pursue knowledge from other spheres often unrelated to journalism. On top of that, changing communication channels and higher technological literacy level of young people shape the need to adopt content formats to new realities. Seeking to assert their traditional dominance in the media education market, universities should revisit the content of training curricula and more efficiently use technological tools in the educational process. The current study that is based on the survey of future media workers conducted during 2020-2021 (20 months) made it possible to identify the content formats preferred by students and assess the potential and risks of using them in the future. Described practices of using media technologies by universities allow recommend those of them that could be most efficiently integrated in the educational process. For example, the development of communication channels enabling integration of educational courses and clusters into a single interdisciplinary system both at the level of individual educational units and at the university level seems promising. It would make university curricula significantly more adaptable and competitive in the face of new challenges at the media market and streamline limited resources in the existing circumstances.

The deployment of Russian military aggression in Ukraine actualized the search for additional sources of information about hostilities. The war has shown that the official pro-Kremlin media is spreading outright propaganda. So, the demand for independent and operational information about the situation at the front has led to the emergence of individual observers who use available platforms for their activities. The purpose of the article is to analyze Internet platforms as alternative sources of information about the Russian-Ukrainian war. The research used methods of analysis and synthesis, prognostic method, content analysis. The results trace the peculiarities of the use of digital platforms as sources of information about Russian aggression. The main attention is paid to the peculiarities of work in social networks Facebook and Twitter (we are talking about the channels Hromadske.ua, InformNapalm), messengers (Telegram pages of the Center for countering disinformation at the NSDC, InformNapalm, DeepState). Attention is also drawn to independent OSINT researchers, whose reports made it possible to detect war crimes committed by the Russian army during the occupation of certain areas of Ukrainian territory. The conclusions emphasize the importance of further research into this vector, as independent groups of analysts actively use Internet platforms for work.

The relevance of crowdfunding in the context of social media marketing is confirmed by a broad media narrative for its multifaceted potential. Media marketing is becoming a driver for the promotion of business ideas and innovative projects in view of the growing role of social networks in shaping public opinion. The aim of the study was the development of a model for evaluating the success of crowdfunding projects and its implementation in the social media marketing system. Three dimensions of information description — the information volume, attitude to information (feedback), and information quality in terms of information communication — were considered as the components of the crowdfunding assessment model. The hypotheses were advanced about the relationship between information description and the success of crowdfunding based on these variables. The hypotheses were tested through the processing of data (N=544) from media agencies’ websites. The results show that the number of words in the project description is inversely related to the success of crowdfunding (b=−0.007), and the number of videos and images is directly related to the project success (R2=0.93). The effectiveness of social networks was confirmed allowing for the consumer loyalty to this method of obtaining information and time spent daily on the Internet (63% in the total user activity). The content analysis found that social networks demonstrated the best indicators in raising funds for crowdfunding, compared to the project promotion through traditional media, and it was the main idea of the research. This study has both theoretical and applied significance: it can be a starting point for establishing the academic background for studying the experience of implementing crowdfunding projects through social networks; the obtained results can be used in the practical activities of crowd marketers.

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<p><strong><em>Purpose.</em></strong><em> The aim of the study is to scientifically rethink the traditional approaches to </em><em>media collaboration</em><em> in the digital information environment, identify the factors that led to a new wave of popularity of partnership practices and highlight the segments in which such cooperation will be most effective.</em></p><p><strong><em>Research methodology.</em></strong><em> The article assumes a comprehensive study of the cooperation phenomenon: analysis of its nature and environment of implementation; models and participants of some partnership practices. For this, a theoretical methodological corpus was used, including description, generalization, evaluative analysis; method of systematization and predictive method.</em></p><p><strong><em>Results.</em></strong><em> The results of the study showed that, although the need and principles of partnership have not changed significantly, the media have faced the need to implement these practices in the digital environment. The traditional motivators of cooperation are technological progress, high competition and financial instability. Another surge of attention to the partnership was observed during the COVID-19 pandemic, when the possibilities of content production, especially of regional media, were significantly limited due to lockdowns. Today, the initiatives themselves are centered around individual cycles of media production.</em></p><p><strong><em>Novelty. </em></strong><em>The study systematizes the accumulated foreign practices for the transfer of successful examples of partnership to the Ukrainian media landscape. Vectors of cooperation development in the digital environment are revealed, its potential in various sectors of media activity is estimated.</em></p><p><strong><em>Practical significance. </em></strong><em>The results of the study are designed to serve as a vehicle for the practical implementation of the offered models and to initiate new approaches to understanding cooperation in the digital environment.</em></p><p><strong><em>Key words:</em></strong><em> media, media partnership, network collaboration, participatory models in journalism.</em><em></em></p>