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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