Social media space of the Northern Caucasus: structure and intra-regional features

In the article, on the example of the territories of the North Caucasus, their representation in social media is considered. Modern approaches to the use of data from social media in sociogeographical research are analyzed. A number of research terms and concepts used to analyze the images of territories in social media have been identified and formed. The concept of „socialmediaspace“ is proposed and substantiated, tools and metrics for its internal studyare defined. With the help of the data collected by the information- analytical system «Medialogy», a study was made of the geography of publications of their authors, their audience at the federal, regional and local levels. On the basis of this material, the intensity and tonality of the information flow were determined, and the leading regional centers for the formation of social media content were identified. A geographic analysis of the features of the formation of information messages was carried out, which made it possible to identify territories with a predominance of an external or internal image. Based on it, characteristic types of information flow structure are proposed. The parametrization of the social media space is implemented through indicators of concentration, differentiation and connectivity. A typology of the municipalities of the North Caucasus has been carried out according to the peculiarities of the development of the social media space, information centers and information peripher have been identified. The developed method of geographical analysis of the territory in social media can be applied to other territories of various levels. The results obtained are of practical importance for territorial branding and promotion of territories in social media.