PROBLEMS OF NATIONAL MEDIA IN THEIR PROMOTION IN SOCIAL NETWORKS

Abstract

The problem of media functioning in the network space including social networks requires special attention in the context of major political and technological transformations taking place recently in the world. Despite the active development of new technological capabilities of media resources and the emergence of new media, we can't fail to notice that social networks provide more opportunities for manipulating the attention and behaviour of users. The SMM concept is firmly rooted in regional journalism. Moreover, social networks have become the most effective platform for content distribution and promotion of the local media. In these conditions, an important task for each type of title is the distribution of information for its audience. This task requires additional resources, new technological and personnel solutions, which are not always possible for small editorial offices, which include the media resources of the indigenous peoples of Russia. These include the media in Tatar. Tatar-language journalism in our time is in a vulnerable position. This is connected not only with the language issue, when due to an ill-conceived policy in the field of education, the number of potential readers in Tatar is sharply reduced, but also due to the financial problems of small editions and the drop in the level of social protection of regional journalists. The purpose of the study is to analyse the process of integrating media in Tatar with the most popular social networks and their adaptation to new realities, to predict the further vector of national media promotion in social networks. Based on our analysis, we positively assessed the integration process of Tatar media with the most popular social networks. As a drawback, it should be noted that in all the national media resources that we examined, direct broadcasting of content from the site to social networks is characteristic, which is not entirely effective in conditions of strong differences between the audiences of different types of social networks.