Strategy of News Content Creation on the Example of Successful Telegram Channels

In the article, the authors consider the Telegram messenger as a platform for the distribution of news content . The explosive growth of Telegram as a communication and news platform occurred in 2022 due to drastic changes in world discourse, which is why the topic has been little studied from a scientific point of view . Due to its efficiency, conciseness and interactivity, new Telegram media successfully compete with traditional media, creating in-demand exclusive content . Through content analysis and discourse analysis, the authors have identified strategies for creating and distributing news content from the largest Telegram channels in the News and Media category . The choice of channels is due to the fact that in 2023 they entered the top 3 Telegram news channels by citation in the Russian media . The results of the study showed that new news media in the messenger have their own characteristics, and their work can be separated into a separate modern direction — Telegram journalism . Since messenger is a rapidly growing platform, future platform tools will allow for more active development of journalism in Telegram . The article highlights strategies that make it possible to win competition in the struggle for the reader from traditional media, which include: the promptness of presenting news content; elaboration of author’s exclusive topics and the current agenda; visual accompaniment of information messages; active use of the audience as sources of information . The result of the research was a scheme for creating news content in the messenger, which can be used as a content distribution algorithm.

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