The impact of big data, automation, and tool standardization on sociological research methods for integrated communications

the article is devoted to the consideration of several phenomena of transformation of modern sociological methods associated with the all-consuming digitalization of public life. Based on quantitative and qualitative analysis of various digital products intended for the implementation of research using sociological methods, the author tried to generalize and identify these phenomena. Automation of processes, standardization of tools and work with big data (collection, analytics, combination with other studies) seem to be the most important, or at least the most noticeable phenomena of the last ten years. The review included big data management platforms, complex and targeted automated offers, recruiting services, web analytics systems, special software for research of digital behavior, phenomena and processes of digital culture. As well as standardized methods in the field of image communications and the so-called user experience (UX), and despite the fact that standardized tools are used in commercial research, many theorists have noticed their repeating effectiveness. According to the author, this may indicate the stability of some digital phenomena, which means that they can be tried to be used in theoretically significant studies in order to find knowledge. For clarity, the field of integrated communications research is taken as an example, since it has not only the largest number of classical sociological, but now also the latest research methods, which are implemented in three areas: commercial marketing, applied sociological and media research. The author sets his goal not just a description, but an analysis of the influence of these phenomena not only on empirical processes, but also on sociological methodology in the future. And also on the process of adaptation or even transformation of the methodology towards studying the digital behavior of people, digital culture and the life of society by the end of the first quarter of the 21st century.

big data, standardized methods, automation, sociological methodology, artificial intelligence, integrated communications, web analytics, digital behavior, digital culture