Mediatonality of sports media telegram channels as a means of engaging the target audience

The subject of the research is the telegram channels of sports media as a means of interacting with the target audience. The object of the study is the interaction of the media tone of the telegram channel with the content of the media itself, the website and the representation on social networks. The telegram channels of the three largest sports media in Russia were selected as the research material: the Match TV channel and the newspapers Sport-Express and Sovetsky Sport. The author examines in detail such aspects of the topic as the tone of information presentation, the speed of content placement, and the interaction of content from various information channels. Special attention is paid to the differences between the telegram channels of print media and the TV channel and the use of means of engaging the target audience in them, such as announcements, links to live broadcasts, visualization of the front page of the newspaper, the possibility of voting and feedback, etc. The study uses the method of continuous sampling of telegram channel posts, the method of content analysis of the content of posts, comparing the content of posts with other channels of interaction with the audience (the website and the media itself). The main conclusions of the study are to establish the position of the telegram channel in the media sphere of a particular media outlet, along with the primary channel of interaction with the audience (print, television). The emergence and development of the electronic format of text usage has led to the formation of each media outlet's own website, social media profile, and telegram channel (which has emerged recently as of today). A special contribution of the author to the research of the topic is the consideration of such a segment as the telegram channels of the mass media: telegram channels as such are mainly reflected in Russian science using the example of telegram channels of institutions, organizations and specific people, however, the issue of content diversification in the event that the organization leading the telegram channel is the media was not previously considered. The scientific novelty of the research lies in the appeal to the material of the telegram channels of the mass media using the example of sports media as actively interacting with fans and an engaged audience

Advertising · Business · Multimedia · Computer Science · Intellectual Property Rights and Media · Marketing and Advertising Strategies · Sports, Gender, and Society

• Development of Telegram-Channels in the Media Space of Russian Regions

  Open Access•K V Dementieva•Vestnik NSU Series History and…•2021

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