Corporations’ Digital Rating Systems and their Perception by Audience

Social rating is a new type of digital communication between actors entering into different forms of interaction. At the same time, corporations accumulate a large amount of data about their customers in digital format, which allows them to carry out customer ratings. The understanding and development of rating systems is associated with the increasing importance of information and communication technologies, digital platforms and ecosystems in our lives. The issues of the real impact of ratings and their social consequences are becoming relevant. In this article, social rating in communication is presented as a system for evaluating and ranking people according to their social actions, as well as ways of feedback from the actors of these interactions. The purpose of the study was to evaluate existing social rating systems as a form of communication between their creators (organizations) and customers and users.Research methods: focus group and experiment on communication with organizations engaged in rating citizens.The study demonstrates the actual lack of interest and proactive position on issues of communication between citizens and the creators of ratings, the desire to find out their rating and attempts to influence it. Not all organizations that carry out social rating of citizens demonstrate readiness for communication, openness of methods and disclosure of potential consequences of rating, thereby showing inequality in communication between the interacting parties. Thus, we can say that social rating is a new format of digital communication, which will develop rapidly in the near future.