Analysis of Data Model for News Media

. The article deals with communicative aspect of using metadata in news media. The relevance of the study is due to the objective need for theoretical justification and the specification of new communication models that have arisen with new channels of communication emergence, media digitalization and convergence. Some modern scientific works raise issue of “the communication of metadata model” in connection with the development of metadata journalism. In particular, the purpose of this article is to analyze the components of the metadata model in news media by the standard of the International Press Telecommunications Council. The rNews standard defines the terminology and a data model for embedding metadata in web documents. It was found that the rNews data model is nonlinear, because the communication in new media is positioned as a two-way process of interaction of actors. The model captures the feedback elements: one of its components is the User Comments Class with the relevant attributes, which, on the one hand, helps to make communication more effective, as the active role of the audience is provided, supported and stimulated, and on the other – makes it possible to create the original metatext. In the communicative aspect, the model is based on a two-way asymmetric model that fixes the feedback, but retains the leading role of the communicator. Asymmetry is reflected in the quantitative (disproportion between the number of “professional” and “naïve” communicators), communicative (disproportion of the “voices” of communicators and recipients, interfering with the building a dialogue) and intentional (unequal intentions of communicators and recipients) forms. The model reflects the general trends in the development of modern mass communication: the target setting for the formation not knowledge, but opinion, the removal of barriers to the involvement of audience in communication, the shift of information from the objective, factual, not related to the situation and participants of communication to a pragmatic, subjective one, synergetic effect of interactive polycode content. Issues of modeling communication processes in new digital media, the transformation of the roles of communicators and recipients, the formation and dissemination of polycode content, its impact on the audience are promising areas of further research and can be explored in various aspects.