KFU. Card publication. RUSSIAN CORPORATE MEDIA ON THE INTERNET: TRANSFORMATION OF THE METHODS OF WORK WITH THE AUDIENCE

KAZAN
FEDERAL UNIVERSITY

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- 中文
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RUSSIAN CORPORATE MEDIA ON THE INTERNET: TRANSFORMATION OF THE METHODS OF WORK WITH THE AUDIENCE

Form of presentation

Articles in international journals and collections

Year of publication

2019

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Authors, employees of KFU

Bakanov Roman Petrovich, author

Tumanov Dmitriy Valerevich, author

Bibliographic description in the original language

Bakanov Roman Petrovich, Mayorov Victor Sergeevich, Tumanov Dmitrii Valerievich, RUSSIAN CORPORATE MEDIA ON THE INTERNET: TRANSFORMATION OF THE METHODS OF WORK WITH THE AUDIENCE//TURISMO-ESTUDOS E PRATICAS. - 2019. - 18.12. - Vol. 2. - Aviable at: http://natal.uern.br/periodicos/index.php/RTEP/article/view/244/185 .

Annotation

The article describes the practice of exploration the Internet space by Russian corporate media, and transformation the methods of working with the audience. The corporate media of six organizations, representing different types of activities (education, industry, car sales), in two Russian regions (the Republic of Tatarstan and the Samara region) were investigated. Through the example of these sources, the authors of the article have revealed, that their editors try to use the Internet space, focusing on the technological component of reporting the information about the organization to each person – by creation and maintaining the official website of the organization, groups on social networks, virtual communication in messengers. Web services, aimed at working with the audience, in order to maximize the presentation of the enterprise in a modern multimedia format, were given for comparison. Using the methods of contensive and structural analysis of the resource base of studied corporate media, the authors of the article have found that each media has its own network communication platforms, but they have different methods for attraction and holding the audience's attention. Also, the transformation of the functions of modern corporate media was revealed. Now, the most important functions are the following: management, informative, image-building, ideological, advertising and reference functions. Using the expert survey of corporate media editors, thirteen types of attraction and holding the audience's attention on various electronic resources of organizations were identified. In addition, it was defined the presence/absence of each of them for every type of media. The main conclusion is the following: currently, there is a transformation of the functions of corporate media, which, in order to be closer to the audience and increase its number, should regularly apply the techniques, typical for mass media, with the purpose to attract and hold the attention of the audience.

Keywords

corporate media, audience, journalism, enterprise, objectivity, attraction and holding the audience?s attention, visualization of content.

The name of the journal

TURISMO-ESTUDOS E PRATICAS

URL

https://geplat.com/rtep/index.php/tourism/article/view/272/256

Please use this ID to quote from or refer to the card

https://repository.kpfu.ru/eng/?p_id=220355&p_lang=2

Full metadata record

Field DC	Value	Language
dc.contributor.author	Bakanov Roman Petrovich	ru_RU
dc.contributor.author	Tumanov Dmitriy Valerevich	ru_RU
dc.date.accessioned	2019-01-01T00:00:00Z	ru_RU
dc.date.available	2019-01-01T00:00:00Z	ru_RU
dc.date.issued	2019	ru_RU
dc.identifier.citation	Bakanov Roman Petrovich, Mayorov Victor Sergeevich, Tumanov Dmitrii Valerievich, RUSSIAN CORPORATE MEDIA ON THE INTERNET: TRANSFORMATION OF THE METHODS OF WORK WITH THE AUDIENCE//TURISMO-ESTUDOS E PRATICAS. - 2019. - 18.12. - Vol. 2. - Aviable at: http://natal.uern.br/periodicos/index.php/RTEP/article/view/244/185 .	ru_RU
dc.identifier.uri	https://repository.kpfu.ru/eng/?p_id=220355&p_lang=2	ru_RU
dc.description.abstract	TURISMO-ESTUDOS E PRATICAS	ru_RU
dc.description.abstract	The article describes the practice of exploration the Internet space by Russian corporate media, and transformation the methods of working with the audience. The corporate media of six organizations, representing different types of activities (education, industry, car sales), in two Russian regions (the Republic of Tatarstan and the Samara region) were investigated. Through the example of these sources, the authors of the article have revealed, that their editors try to use the Internet space, focusing on the technological component of reporting the information about the organization to each person – by creation and maintaining the official website of the organization, groups on social networks, virtual communication in messengers. Web services, aimed at working with the audience, in order to maximize the presentation of the enterprise in a modern multimedia format, were given for comparison. Using the methods of contensive and structural analysis of the resource base of studied corporate media, the authors of the article have found that each media has its own network communication platforms, but they have different methods for attraction and holding the audience's attention. Also, the transformation of the functions of modern corporate media was revealed. Now, the most important functions are the following: management, informative, image-building, ideological, advertising and reference functions. Using the expert survey of corporate media editors, thirteen types of attraction and holding the audience's attention on various electronic resources of organizations were identified. In addition, it was defined the presence/absence of each of them for every type of media. The main conclusion is the following: currently, there is a transformation of the functions of corporate media, which, in order to be closer to the audience and increase its number, should regularly apply the techniques, typical for mass media, with the purpose to attract and hold the attention of the audience.	ru_RU
dc.language.iso	ru	ru_RU
dc.subject	corporate media	ru_RU
dc.subject	audience	ru_RU
dc.subject	journalism	ru_RU
dc.subject	enterprise	ru_RU
dc.subject	objectivity	ru_RU
dc.subject	attraction and holding the audience?s attention	ru_RU
dc.subject	visualization of content.	ru_RU
dc.title	RUSSIAN CORPORATE MEDIA ON THE INTERNET: TRANSFORMATION OF THE METHODS OF WORK WITH THE AUDIENCE	ru_RU
dc.type	Articles in international journals and collections	ru_RU