{'fraction_non_alphanumeric': 0.015023474178403756, 'fraction_numerical': 0.0028169014084507044, 'mean_word_length': 5.056818181818182, 'pattern_counts': {'":': 0, '<': 0, '<?xml version=': 0, '>': 0, 'https://': 0, 'lorem ipsum': 0, 'www.': 0, 'xml': 0}, 'pii_count': 0, 'substrings_counts': 0, 'word_list_counts': {'cursed_substrings.json': 0, 'profanity_word_list.json': 0, 'sexual_word_list.json': 0, 'zh_pornsignals.json': 0}}
THE EFFECTIVENESS OF USING GAMIFICATION AS A WAY OF ATTRACTING ATTENTION IN THE ELECTRONIC MEDIA

. Gamification has a great potential for use in the media that makes our research relevant. The purpose of our article is to determine the social communication essence of gamification and the peculiarities of its functioning in various spheres of professional activity, in particular in the media. To achieve this goal, it is necessary to do the following tasks: 1) to structure the stages of formation of gamification as a social and cultural phenomenon and scientific term; 2) to identify the main areas of implementation of gamification and the feasibility of using them; 3) to determine the criteria by which the means of submission of the material could be unequivocally attributed to the means of gamification. Thus, the object of the study is gamification as a socio-communication phenomenon, and the subjects are the feasibility and effectiveness of using gamification as a way of attracting audience attention to content in the media and mass communications.