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Introduction
The dynamic information environment in which innovations are developed and implemented creates optimal conditions for the functioning of digital communication technologies. The speed of message receipt and transmission is increasing, creating new requirements for an organization"s internal communication channels.
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The role of digital communications in the modern world
The transition from analog to digital information exchange was a significant milestone in the development of technology and communication methods. Initially, information was transmitted via analog signals, such as telephone calls, radio, and television. However, in the mid-20th century, a transformation began: data began to be encoded as binary code (zeros and ones), enabling faster and more reliable communication. The development of the internet, mobile technology, and social media played a key role in this process. These innovations accelerated data exchange and made it accessible worldwide, facilitating instant communication and expanded access to information.
Digital communications are a modern way of exchanging information, data, files, and messages using internet technologies and digital tools. Today, they have become an integral part of our lives, from email and chats to video calls and social media.
The advent of a new society, in which information becomes a fundamental element of development, was predicted and studied by sociology in the last century. Among the first scholars to document the emergence of a new social structure were F. Machlupa and T. Umesao, who introduced the scientific lexicon of "information society" . They highlighted the positive aspects of the information society in the potential for computerization, which allows for the acquisition of higher-quality information while avoiding routine and automated work.
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4. Maklupa F. Proizvodstvo i raspredelenie znanij v SShA [Production and distribution of knowledge in the USA] / F. Maklupa. - Moscow: Progress, 1966. - 462 P.
5. Ryndina, S.V. Internet Marketing in E-Business: Basic Digital Marketing Tools: A Textbook and Methodological Manual / S.V. Ryndina. – Penza: PSU Publishing House, 2021. – 52 p.