The Image of Self in Social Media as a form of Public Communication

The paper consists of three chapters (six sections), the findings and applications. Work structure caused problems solved in the course of the study. In the first chapter «The Social Network in the communicative space» discusses the basic theory of communication and network communication in particular. Provides a definition of social media and the basic steps of their formation . The second chapter «Communicative behavior of social media users» devoted to the peculiarities of forming the image of social network member. The analysis of the qualitative study of the behavior of users is presented. In the third chapter «Analysis of communicative possibilities of brands in social networks» contain the matrix for user segmentation, the classification of users to engaging in the online communication. Conducted a content analysis of the social media pages Russian printed press brands: Esquire, Rolling Stone, Vogue and Interview. In the end of the work are gives the basic conclusions of the study.