MONOPOLIZATION OF THE INFORMATION MARKET BY DIGITAL PLATFORMS: LEGAL AND ECONOMIC IMPLICATIONS FOR MEDIA PLURALISM

Abstract

This article examines the legal and economic implications of the monopolization of the information market by digital platforms for the protection of media pluralism. In the contemporary digital environment, global technology companies increasingly act as key intermediaries between producers of informational content, audiences, and advertisers. This transformation of the media market is accompanied by the concentration of advertising revenues, the strengthening of algorithmic control over the distribution of information, and the emergence of new forms of economic dependence of journalism on platform infrastructures. The purpose of this article is to provide a comprehensive analysis of the impact of the economic dominance of digital platforms on media pluralism and to identify legal mechanisms capable of ensuring the balanced development of media systems in the context of digital transformation. The research employs an interdisciplinary approach that combines methods of legal analysis, media economics, and contemporary media studies. The study explores theoretical approaches to understanding media pluralism as a key prerequisite for a democratic information environment. Particular attention is paid to the transformation of classical concepts of pluralism in the context of the platformization of media, characterized by the growing role of digital platforms in shaping information flows and redistributing advertising resources. The article analyses the economic mechanisms of platform markets, including the two-sided model of interaction between audiences and advertisers, which contributes to the concentration of market power in the hands of the largest technology companies. A separate part of the study focuses on the analysis of algorithmic governance of information flows and its impact on the accessibility of journalistic content. It is demonstrated that algorithmic systems of recommendation and moderation effectively perform a gatekeeping function, determining the visibility of media content within the digital environment. The article also examines contemporary legal mechanisms for regulating the activities of digital platforms. In particular, it analyses the regulatory framework of the European Union, including the Digital Services Act, the Digital Markets Act, and the European Media Freedom Act, which collectively shape a new model for regulating the digital information space. The prospects for adapting these approaches within the national legislation of Ukraine are also considered. The study concludes that safeguarding media pluralism in the context of the growing dominance of digital platforms requires a comprehensive approach that combines instruments of competition law, media regulation, and economic support for journalism. An important direction for further development lies in the harmonization of national policies with European standards for regulating digital platforms and in the creation of sustainable economic models for the functioning of media systems.