The widespread use of information and communication technologies and subsequent transformations have led to the formation of a digital economy (DE). The European Union, as an international organization, has become the subject of building such an economy, striving to bring member countries closer in the field of digitalization.The aim of this paper is to compare the DE development parameters of the EU countries based on cluster analysis and determine the most significant of them to solve the problems of bridging the digital divide between countries. For clustering, a feature DE vector of 20 indicators was created and the k-means algorithm and the Euclidean distance metric were used. For classification, the decision tree method was applied.Three clusters of EU countries were identified by the level of DE development (leaders, followers and outsiders), which allowed assessing their positions relative to each other. Key parameters that determine countries’ positions in the general rating are identified. A parameter chart is generated to control the establishment of DE in the EU countries, which, in addition to key parameters, includes maximum, minimum and harmonic mean values of these parameters by cluster. This characterizes the landscape of DE development in the EU countries, assesses the digital divide and is the basis for decision-making in the area of bridging this divide.

Introduction. Research on live broadcasting television and interactive projects is an important contribution not only to the history and theory of social communications, but also a promising field for further research of this type of broadcasting that can be also applied to the investigation of the Internet. Generalization and distinguishing features of this type of broadcasting are less common in the scientific community. During the research the following methods were used: historical and historical-comparative to analyze and organize data concerning ways of live broadcasting and interactive programs formation; systematization, classification, and clustering methods were used to get generalizations. A comparative method was implemented to distinguish common and diverse features of different types of broadcasting which are used in broadcast journalism. The content analysis method was applied for the organization of data concerning the development of programs, which use the interaction with the viewer as a certain communicative technology. The purpose of our study is to formulate a certain concept of genre features that are typical for interactive and live television broadcasting. We set out the following tasks: to distinguish the features of interactive and live broadcasting; outline their particularities in the different types of broadcasting and offer promising directions for using that type of broadcasting. This allowed us to distinguish the difference between live and interactive broadcasting, to focus on time and duration of interaction, to trace the use of different genres in these types of programs, to distinguish their specific features, to generalize and classify them, to identify promising directions of research. Results and conclusions. Live interactive television is characterized by a genre-themed variety. Language-communication and an improvisational script are mainly used in live broadcasting that motivates the audience to engage, provides lasting interest, trust, and positive changes in the image of the channel. News uses live broadcasting as the main way of organization of information (using «live» or stream of momentous events broadcasting), the use of interactivity in this type of broadcasting is indirect and is more oriented to further communication using individual touchpoints. Analytical programs are represented by various conversations in-studio and telemarathon. Viewer interaction is limited to the «viewer as one of the audience» type. Entertainment broadcasting is presented in such formats as Life-Show, Reality-Show (one of its varieties is Talent-Show), and Intelligence-Show, where interaction with the viewer is one of the formative factors. We see the benefits of this type of television among other forms of broadcasting in economic, dramatic, ideological, and communication aspects. Keywords: interactive television, communication, media audience, live television, television content.

Global processes transform not only communicative, cultural, economic and political issues of activity, but also combine them into a common information and communication environment. These questions are multi-vector and interdisciplinary. Most scientists consider protest as a separate form of social behavior. The beginning of military aggression in Ukraine actualized the issue of protest communication as a public movement in the world, as a manifestation of socio-communication participation in public protests. The main task of this article is to highlight the peculiarities of communications, the information situation, in the context of protests and social influence. One of the vectors of protests is the reaction to social policy, and an important component is the context of the communication situation. For the analysis of protests, in addition to general factors, specific markers should be taken into account, which can be used to describe the peculiarities of the national mentality and the general cross-cultural dimension. The article highlights the hypothesis that the higher the level of social and economic status of the country, the more ready it will be for protests and "disagreement" with important socio-political manifestations. Mass mobilization of the international community helped rally around the visible problems of Ukraine against the background of protest actions. The involvement of triggers as public activists and Ukrainians themselves affected even the national characteristics of individual countries, reducing the differences of the cultural space, as an element of grouping against the "common threat" that all protesters saw not only in specific personalities of the aggressor country, but also as a challenge to the international environment in general. This article focuses on the issues of study and detailed research of massification processes in public communications. Processes in the modern international world require the possibility of various scientific practices and methodologies in order to form a systemic vision of problems.

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