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A Comparative Analysis of Tools for Promotion of Author’s Photos on VKontakte and Instagram Social Networks

Student: Anton Volodin

Supervisor: Tatiana Tikhomirova

Faculty: Faculty of Communications, Media, and Design

Educational Programme: Media Communications (Bachelor)

Final Grade: 9

Year of Graduation: 2020

This study consists of two chapters and contains theoretical and empirical parts of the study. The first Chapter is devoted to the definition and analysis of social media, social networks and the relationship between the content author and his audience in the network space. The article considers the history of the first social networks and their prototypes, then, in more detail, the history of social networks "Vkontakte "and" Instagram", which this work is dedicated to. These social networks are considered solely as platforms for publishing and authoring visual content. In the second Chapter of the work, we study in more detail the functionality of these social networks and the tools they offer the author to publish and promote their content. Special attention is paid to the algorithms that work inside "Vkontakte" using machine learning technology: "Prometheus" and Nemesis. The second Chapter also provides a detailed description of the experiment conducted to promote author's content using the Prometheus algorithm. Based on the observation of changes in activity in the "Vkontakte" community, conclusions are made regarding the operation of this algorithm. At the end of the study, the author will answer the research question reflected in the hypothesis: does the social network "Vkontakte" currently provide users with more opportunities to promote author's visual content.

Full text (added May 12, 2020)

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