Article
Article name	Media Technologies of Attracting the Audience’s Attention on the Internet: Preserving Traditional Media’s Value Priorities
Authors	Kam Vavo S.A. Postgraduate Student, svetl.kam@yandex.ru
Bibliographic description	Kam Vavo S. A. Media Technologies of Attracting the Audience’s Attention on the Internet: Preserving Traditional Media’s Value Priorities // Гуманитарный вектор. 2022. Т. 17, № 1. С. 126–137. DOI: 10.21209/1996- 7853-2022-17-1-126-137.
Section	AXIOLOGY OF MASS MEDIA
UDK	070.23(1-21)+004.738.5
DOI	10.21209/1996-7853-2022-17-1-126-137
Article type	Original article
Annotation	The modern sphere of media communications is characterized by significant Internet human involvement. Network (new) media – blogs, social networks, video platforms, aggregators and other online media, created exclusively for the network – have an advantage over traditional media, forced to compete for the attention of users in an alien environment. The modern online media text consisting of verbal and nonverbal components is mostly focused on attracting the attention of the audience, influencing its feelings and receiving certain emotions. These purposes, especially in the environment of the new media, are often achieved by unscrupulous means, such as the presentation of material in a “yellow” tone, the abuse of emotional audio-video content, the publication of false information, etc., going against the traditional values of journalism. However, the preservation of the traditional axiological component is an extremely important issue for journalism. Regional print media find themselves in a more losing position due to limited resources. However, the potential of publications, especially located in Russian million-plus cities, is quite high. By developing their websites, they can become solid players in regional media markets, and at the same time preserve their axiological potential, continuing to be conductors of the traditions of the cultural code of society. The purpose of this study was to analyze the current place of traditional print media on the Internet with an emphasis on the axiological aspect. The article presents the results obtained by the method of comparative content analysis of materials posted on official websites of newspapers of Privolzhsky Federal District’s million-plus cities during the pandemic (March-May 2020) and in the same period of 2019. Changes of sites during the specified time periods are also analyzed. The novelty of this research is the field of research – till now, the content of websites of newspapers of million-plus cities in the context of using modern tools increasing their attracting for users has not been studied. The study displays increase in the number of tools traditionally used by digital media (such as attractive clickbate titles, audiovisual content and interactive methods of interaction with users) on newspapers’ websites during the pandemic. However, the frequency of the use of these tools is quite small, which allows us to conclude that the value humanitarian potential of publications is preserved even in digital format. The wider use of audience-attracting technologies is vital for print newspapers, as it guarantees them recognition and the possibility of surviving in the face of fierce competition in the Internet environment. But at the same time, it is important to pay attention to the preservation of value priorities. Editors are aware of this importance and do not change the nature of the content, maintaining the image and justifying the trust of readers. In the future, it seems significant to use the methods and means of new media listed in the study on traditional media sites, as well as to establish the dependence of the audience reaction to these actions.
Key words	audience, mediatechnologies, value priorities, heading, audio-visual aids, newspaper, million- plus city, “digital youth”
Article information
References	1. Suvorova, A. Yu. New media: on the question of the categorical-conceptual apparatus. Culture and Civilization, Vol. 7, Is. 4А . pp. 735–745, 2017. (In Rus.) 2. Erofeeva, I. V. Axiology of mediatext in the Russian culture: representation of values in journalism from beginning of XXI century. Dr. filol. sci. diss. abstr. Sankt-Peterburg, 2010. (In Rus.) 3. Filatova, I. V. Professional and Ethical Values of the Journalistic Community and the Values of Social Environment of the Media. Mediascope, vol. 2, 2011. Web. 16.11.2021. http://www.mediascope.ru/en/node/812 (In Rus.) 4. Ishchenko, E. N. The “visual turn” in contemporary culture: the philosophical analyze. Vestnik VGU, Seria Filosofia, no. 2, pp. 16–27, 2016. (In Rus.) 5. Maslov, A. S. “Visual turn” of print media: ethical dimension. In Kozhemyakin E. A., Polonsky A. V. and Khodeev A. G. editors The discourse of modern mass media in the perspective of theory, social practice and education. Proceedings of the 1sd International Scientific and Practical Conference, BelGU, 1–4 april 2014, Belgorod: KONSTANTA. (In Rus.) 6. Tutikova, D. L. The influence of visual elements on a viewer in new media. In Vinogradova L. E., Tugolukova E. N. editors New media for modern youngers. Proceedings of International Scientific and Practical Conference, Sankt–Peterburg: SpbGUPTD, 2019: 123–127. (In Rus.) 7. Maslov, V. M. The philosophy of visual turn: from theory to practice. Philosophical thought, no. 12, pp. 39–56, 2019. (In Rus.) 8. Simakova, S. I. Philosophical and aesthetic foundations of visual practices in journalism. Sign: problematic field in mediaeducation, no. 3, pp. 166–174, 2019. (In Rus.) 9. Simakova, S. I. Visual images in the media – formation of media esthetics of the consumer of mass information, Sign: problematic field in mediaeducation, no. 3, pp. 83–92, 2018. (In Rus.) 10. Zagidullina, M. V. Journalism 2.0: Towards definition of the concept. Vestnik of Saint Petersburg University. Language and Literature, vol. 15, issue 2, pp. 220–235, 2018. DOI: 10.21638/11701/spbu09.2018.206. (In Rus.) 11. Simakova, S. I. Visual turn – new philosophy of image in means of mass communication. Bulletin of Chelyabinsk State University, Philology Sciences, Iss. 114, no. 10, pp. 225–232, 2018. (In Rus.) 12. Adamov, A. A. A user in the context of transformation of the media environment’s visual image. Bulletin of Belarus state university of culture and arts, no. 1, pp. 28–34, 2021. (In Rus.) 13. Shcherbakov, D. N., Kazakova, N. Y. Shift in behavioral aspects of content consumers in the year 2020. New requirements for the development of visual informational messages. Decorative Art and environment. Gerald of the MGHPA, no. 3–2, pp. 225–235, 2020. (In Rus.) 14. Ognev, A. S., Likhacheva, E. V., Nikolaeva, L. P. Features of youth perception of digital information content. Human capital, no. 12-2, pp. 510–515, 2019. (In Rus.) 15. Belyaev, A. A. The design model of the Internet version as a result of the transformation of the print edition model. Vestnik Moskovskogo universiteta. Seriya 10. Zhurnalistika, no. 2, pp. 52–62, 2008. (In Rus.) 16. Danilov, A. P., Danilova, M. G. The press of Chuvashia on the Internet Bulletin of Chelyabinsk state university, no. 5, pp. 314–319, 2015. (In Rus.) 17. Tyurganova, T. E. Multimedia capabilities of the media text in the printed media discourse: based on the material of the newspaper «Delovoy Biysk”. Matriczanauchnogopoznaniya, no. 5, pp. 299–303, 2020. (In Rus.) 18. Pechishchev, I. М. “Rayonki” Online: Analysis of the Presence of Regional Media of the Perm Region on the Internet .In Avtokhutdinova O. F. compiler, Professional culture of the digital age journalist journalist. Proceedings of the All-Russian Conference with inernational participation Yekaterinburg, May 19, 2017 / Ministry of Education and Science of the Russian Federation, Ural Federal University named after the First President of Russia B. N. Yeltsin, Department “Faculty of Journalism”; Yekaterinburg: Publishing House of the Ural University, 2017. (In Rus.) 19. Trifonov, V. A. Analysis of the effectiveness of the sites of regional mass media of Chuvashia. Actual problems of applied and school informatics. Cheboksary, 2020: 172–182. (In Rus.) 20. Svitich, L. G., Smirnova, O. V., Shkondin, M. V. Newspapers and magazines in the media system of million cities: f sociological study Vestnik Moskovskogo universiteta. Seriya 10. Zhurnalistika, no. 5, pp. 3–29, 2017. (In Rus.) 21. Svitich, L. G., Smirnova, O. V., Shkondin, M. V. Mediasystem of million-plus cities: methodological prepequisites of the research. Vestnik of Volzhsky University after V. N. Tatishchev, no. 3, pp. 245–255, 2017. (In Rus.) 22. Svitich, L. G., Smirnova, O. V., Shiryayeva, A. A., Shkondin, M. V. Thematic model of city newspapers of megapolises (content-analytical study) Theoretical and Practical Issues of Journalism, no. 3, pp. 371–393, 2018. (In Rus.) 23. Hradziushka, A. A. Let’s go digital! How regional media are changing. Belaruskayadumka, no. 10, pp. 76–83, 2020. (In Rus.) 24. Hradziushka, A. A. Print media in the digital world: the experience of three Belarusian newspapers. In Vartanova E. L., ZasurskyYa. N. edition Journalism in 2018: creativity, profession, industry. Proceedings of the international scientific and practical conference. Moscow, Faculty of Jounalism MSU, 2019: 523–524. (In Rus.) 25. Hradziushka, A. A. Transformation of journalistic content in the conditions of digitalization The Age of Information, no. 2-1, pp. 245–246, 2018. (In Rus.) 26. Osipova, A. A., Abdulkadir, U. R. A. Human virtualization: the impact of digital technologies on young people. Scholar’s Notes, no. 6, pp. 124–130, 2020. (In Rus.) 27. Dunas, D. V. “Digital youth” as the media audience: raising the question. Informationage, no. 2-1, pp. 219–220, 2018. (In Rus.) 28. Kupchinskaia, M. A., Iudalevich, N. V. Clip thinking as a phenomenon of modern society. Business education in the knowledge economy, no. 3, pp. 66–71, 2019. (In Rus.) 29. Erofeeva, I. V. The Language of Modern Mass Media: World Modeling Problem. Humanitarian vector, no. 4, pp. 34–41, 2012. (In Rus.) 30. Asmus, N. G. Pragmatic features of headings in political media discourse In N. B. Ruzhentseva edition, Linguopolitical personology: A Discursive Turn: Proceedings of the International Scientific Conference. (Yekaterinburg, November 29–30, 2019) / Ural State Pedagogical University; RANEPA. Yekaterinburg, 2019: pp. 22–26. (In Rus.) 31. Chakraborty, A., Paranjape, B., Kakarla, S., Ganguly, N. «Stop Clickbait: Detecting and preventing clickbaits in online news media,» 2016 IEEE/ACM International Conference on Advances in Social Networks Analysis and Mining (ASONAM). P. 9–16. 2016. DOI: 10.1109/ASONAM.2016.7752207. (In Engl.) 32. Pengnate, S. (Fone), Chen, J., Young, A. Effects of Clickbait Headlines on User Responses: An Empirical Investigation. Journal of International Technology and Information Management, Iss. 3, pp. 1–18, 2021. (In Engl.) 33. Scott, K. You won’t believe what’s in this paper! Clickbait, relevance and the curiosity gap. Journal of Pragmatics, no. 175, pp. 53–66, 2021. DOI: 10.1016/j.pragma.2020.12.023. (In Engl.) 34. Nikolaeva, A. V. Clickbate in mass media. Russian speech, no. 3, pp. 43–47, 2018. DOI: 10.7868/ S0131611718030073. (In Rus.) 35. Kuznetsov, E. S. The evolution of clickbait: from a yellow press tool to the key Internet media technology Verhnevolzhski philological bulletin, no. 2, pp. 48–54, 2021. DOI: 10.20323/2499-9679-2021-2-25-48-54. (In Rus.) 36. Samartsev, O. R., Latenkova, V. M., Fokina, D. S. Typological features of clickbeit in the header block of the modern media. Bulletin of Tver State University, no. 1, pp. 155–163, 2020. (In Rus.) 37. Vartanova, E. L. Media and the City: on the Current Interactions. Media Almanah, no. 1, pp. 8–19, 2020. (In Rus.)
Full article	Media Technologies of Attracting the Audience’s Attention on the Internet: Preserving Traditional Media’s Value Priorities
	0
	0