Новые медиа в контексте формирования повестки дня

Abstract

The article presents the results of an analysis of new media agenda using the author's research method. The method including a three-stage procedure for content selection allows one to identify the issues most popular with the audience during the given period. The empirical research was based on the observation of two social networks (Facebook and VKontakte), two blog platforms (Twitter and LiveJournal) and Telegram messenger content. The sample includes 394 publications focused on social and political issues. It is the result of a qualitative analysis of 2,130 entries on 5 media platforms. Eight issues were identified as social media agenda during the study period. Half of them are political agenda, two less frequently mentioned issues are social agenda, which originated in social media. At the same time, the influence of the political agenda was limited to the agenda of objects (what to think about), the interpretations were mostly the opposite of those articulated by political elites. Twitter и LiveJournal are considered to be the best discussion platforms for social and political issues. Political judgment on Twitter is immediate, brief, informative and emotional. LiveJournal publications are long, analytic, discursive, the author appeals to the audience, and answers the comments. Facebook abounded against expectations with jokes and memes extinguishing the topic. Neither questions on the agenda nor discussion was observed. On Telegram news prevailed, discussion was limited by the technical features of the messenger. The content analysis demonstrated that VKontakte is not a platform for public discussion and agenda building. Eight bloggers actively involved in the agenda building process were identified. The author also suggests ways to improve the method based on the results of the empirical study.