Telegram has become a powerful alternative to traditional media. This is the conclusion reached by researchers from NovSU and the Financial University. They studied the strategies of popular Russian news channels and found out what attracts the audience.
According to Mediascope for 2023, Telegram ranks fourth in terms of audience among Russian Internet resources. 68% of Russians access the messenger at least once a month, and more than 80% not only communicate, but also read news channels.
One of the key segments of Telegram's target audience is young people, who have clip thinking and often have difficulty concentrating on voluminous and complex materials. New media in the messenger offer different ways of presenting content: in the form of short texts, videos, audio and interactive elements, which allows you to focus attention and fuel interest in news channels in Telegram. The editorial boards of new media are based on the principles of traditional journalism and bring their own techniques, methods and tools to it. Thanks to this, they are able to compete with traditional media and form a new popular branch — Telegram journalism.
The researchers analyzed three major channels: SHOT, Mash, and Baza. Mash leads in terms of exclusives — its materials are often quoted by other media. For example, the news about the explosion of a Muscovite's phone during a cyberattack first appeared there.
Telegram channel editorial offices use social networks, court registers, and insiders. The style of presentation plays an important role: slang, humor, memes, and emotional headlines. Mash, for example, actively uses satire — as in the story with the detention of the founder of Telegram.
Read more materials on the topic:
Messenger Max will become the main means of communication for schoolchildren in Tatarstan
