Big Data, Open Data, Linked Data – метаданные в связях с общественностью: актуальные модели трансформации теории и практики
The paper examines the Russian practice of usе of large amounts of computer and Internet data, big data, open data, linked data or metadata in public relations. By analyzing the characteristics of the models of PR-communication based on the metadata, the authors capture the essential structural and functional transformation of the professional activity. The paper identified a new format of the information and a new model of PR (metadata model), a new technology and technological cycle of PR, and the prospects for the development of theory and practice. The authors are fixed the potential changes in PR as a scientific knowledge like the transition to the status of science, and the change in the ontological status of public relations like the transition to the status of public sphere.