The Process of Adapting Content of the Online Newspaper Lenta.ru Towards the Social Media Space

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Abstract

Currently, online newspapers whose activities meet journalistic standards are forced to adapt quite quickly to the rapidly developing digital environment. This is primarily due to the transition of the majority of the readership to the space of social networks and messengers, acting today as “news providers”. In the current situation, media editors have to master new, unusual strategies and technologies for presenting news content. The purpose of the study is to identify the features of the process of transformation of the communication structure of the mass media to the space of social networks and messengers in a changing information environment, using the example of an online newspaper Lenta.ru . This article describes the characteristics of a social network and messenger as platforms for the activities of the online publication. The article examines the ways of presenting the material and the strategies used by the editorial staff on these Internet resources, taking into account the process of merging journalism and marketing, which is characteristic of the media activities in social networks.

About the authors

Alexander A. Grabelnikov

Peoples Friendship University of Russia (RUDN University)

Author for correspondence.
Email: grab@mail.ru
ORCID iD: 0000-0003-1415-824X

Doctor of Historical Sciences, Professor

10 Miklukho-Maklaya St, bldg. 2, Moscow, 117198, Russian Federation

Zheyuan Ye

Lomonosov Moscow State University

Email: gm_shengye@qq.com
graduate student, Department of New Media and Communication Theory, Faculty of Journalism 9 Mokhovaya St, Moscow, 125009, Russian Federation

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Copyright (c) 2022 Grabelnikov A.A., Ye Z.

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