Mechanisms of interaction with the audience in new media

INTRODUCTION. The growing amount of information and the struggle of multiple sources of information and communication for the users’ attention have raised the problem of the accessibility of online media news to a new level. Each online media outlet, by expanding the possibilities for transmitting information through social media, strives to keep the user on a specific site and involve them in the process of reading/watching the news. The purpose of the study is to identify existing practices of user involvement using the example of online media and the media of the Tambov region.

MATERIALS AND METHODS. The communication channels of such network media as information agency “Online Tambov”, VestiTambov.ru, Russian Information Agency “TOP68”, website of the “New Age-Tambov” TV company, “Komsomolskaya Pravda” Tambov, Tambov Notebook, AboutTambov Information Portal, Moskovsky Komsomolets in Tambov, TWolf – city portals, Tambov Reporter. The main methods are content analysis, system analysis, and classification. The study period is September – November 2024.

RESULTS AND DISCUSSION. Explicit and hidden mechanisms of audience engagement by online mass media and media of the Tambov region have been identified. The effectiveness of these mechanisms in the practice of regional network media is determined.

CONCLUSION. The results of the study can be used for further analysis of trends in the work of regional network mass media with the audience, communication channels and the mass information itself.

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