TRADITIONAL NEWSPAPER IN THE SOCIAL MEDIA
TRADITIONAL NEWSPAPER IN THE SOCIAL MEDIA

Summary/Abstract: The current article relates to the exploration of the materials extracted from a single day activity of a traditional printed newspaper in a social media platform. The author provides three findings: 1) on how to collect significant information related to media-behavior of the news-production companies, i.e. the traditional newspapers (sufficiency of data is discussed); 2) on the possibility to interpret diverse single-day data which social media can provide to an investigator; 3) on users’ preferences considered in a three dimensional model: language, images, comments. The author shows that the ‘hologram’ approach (one-day data) can be fruitful to understand the media-behavior of users and professional producers of news. The focus of the author’s attention is on the crossroads of professional intentions and users’ responsiveness: can the ‘oldtime’ (traditional) newspaper react on the users’ attitude in a constructive manner? When answering this question, the author analyses one day of chosen mass-media data and builds a model of interdependencies of users’ activity and mass-media strategy. The advantages and limitations of this approach are discussed. The material of this presentation and article is from Izvestiya (in Facebook and VKontakte) and is compared to the Meduza accounts in the same networks.

• Details
• Contents