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Digital media has become an integral part of the political life of citizens, as an increasing number of people around the world use digital media technologies for communication. Digital media contribute to the formation of socio-political factors that raise concerns about the spread of disinformation, information disagreements and political polarization.Aim. To analyze the tools, problems and opportunities of political PR in the context of digitalization of the media space in foreign countries and the EAEU countries.Tasks. To give significant ideas about the concepts of “political public relations” and “political communication”; to identify factors influencing political communication processes; to present international experience in the application of political PR in the context of digitalization of media; to formulate the possibilities for the development of Eurasian integration in the context of digitalization of the media space.Methods. The methodological basis of the scientific research was such modern general scientific research methods as: comparative analysis, statistical and structural-logical methods, content analysis of open sources of information.Results. The paper defines the role and importance of digital media in political PR activities, identifies traditional and modern factors of influence on political activity, as well as problems in the new digital reality. To build political communications with the audience, its impact and increase engagement, political organizations use new media technologies using multimodality. In practice, the digital inequality of the world population deprives a number of people of digital communication, and as a result, the necessary conditions for participation in the political and economic life of the country. The digital divide of the EAEU countries reduces the political communicative impact on citizens’ beliefs in the need to strengthen integration processes. It seems appropriate to introduce consistency in the formation of the Eurasian integration agenda and a single digital information field to increase the political culture of civic engagement in all EAEU member states.Conclusions. With the help of variation of resources, the necessary content is formed to create the necessary audience effect. Indeed, digital media has a number of advantages that have been proven in practice, however, political PR is influenced by the negative side of the development of digital communications — the spread of fake news, most of which cannot be traced to the source. Therefore, the transformation of digital opportunities, the distribution of political resources, the dissemination of political discourse and the structure of political opportunities in the digital age is the most relevant in the modern world. Using the example of the EAEU countries, it is proved that digitalization in the international media space causes the involvement of citizens of different countries in integration, generalization and formation of public support for the state.

The development of the film industry is inextricably linked with technological changes. Thus, the digital society is already characterized by various achievements in the production of interactive films based on virtual reality, the frequent use of smartphones as cameras, the emergence of fully digital film sets. Modern digital reality has influenced the activities of film organizations, changing the main value chain of film products due to the emergence of new digital platforms in the process of distribution and creation of film products, which created the need to improve the development strategy of the film business. The article draws a connection between strategic management and strategic orientation based on the research of Russian and foreign scientists in the field of economics. The paper proposes the components of the process of strategic orientation in the film business based on the creation of a value chain, since the links between the individual stages affect the competitive advantage of a film company. The presented strategic orientation of the film organization consists of the existing business model of business development, mission, values of each film project, goals, SWOT analysis, various levels of strategies and feedback present at all stages of strategy development and implementation.

In the context of global changes in the media market under the influence of Internet technologies, it becomes necessary to identify the main trends of its development, so the characteristic of the market trends, the integration process of entrepreneurial structures in the media industry, aimed at increasing their competitiveness at the present stage of development of the market economy. In the context of an ever-changing, competitive digital ecosystem and against the background of General cuts in advertising budgets in the print press, radio, and television, advertising investments in the digital environment are increasing starting in 2019. Revenues of legacy news media organizations (also called old or traditional media organizations) are constantly declining due to the high degree of audience participation in new media due to the use of user-generated content, media automation, and new digital media organizations. Using mathematical-statistical and logical research methods, the article identifies specific features of the media business sphere, which include audience fragmentation, culture of creative destruction, and hypercompetition in the media market. In addition, key issues and current changes in the media industry in the context of global digitalization are highlighted, reflecting the introduction of innovative technologies that affect the media industry, and the decline in traditional methods of delivery and media consumption. Global digitalization has affected the growth of media platforms, resulting in an increase in the supply of content itself, as well as significant changes in its consumption by the advertising market.

The influence of digitalization on the media market leads to the emergence of a new information space, but it creates a threat of a digital divide, which not only deepens information inequality, but also leads to complex socio-economic differentiation of individuals. In the institutions of the information society, the media business is divided into traditional and digital segments, where new consumer groups are formed, with access to Internet technologies, preferring active media consumption methods, capable of creating multimedia works through co-creation. The development of the media market leads to an increase in the number of media platforms with a wide range of content, as well as gradually introducing the rules of the advertising market into the system of consumption of intellectual property. If there are significant competitive advantages of interactive and digital media over traditional media, problems arise not only in the monetization of intellectual work, but also in the process of regulating competition between subjects of international journalism, including those caused by increased competition with media resources prevailing on the Internet. In the context of global changes in the media market, social inequality is increasing under the influence of Internet technologies, and the threat of economic discrimination for mass audience members arises.