Convergence of the functionality of interactive communication techniques with regional audiences in social media texts

Abstract

INTRODUCTION. Building effective communication with the target audience through media texts is a relevant technique of interactive interaction. The correlation of methods of interactive communication with a regional audience and the functional purpose of elements of a social media media text is studied. The purpose of the study is to substantiate the convergence of the functionality of interactive methods of communication with a regional audience in media texts of social media. The theoretical novelty of the work lies in identifying the convergence of the functionality of media texts, in introducing the concept of “landing” of media content into scientific circulation.MATERIALS AND METHODS. The theoretical basis of the study was the works of L.R. Duskaeva, E.A. Zvereva, A.A. Kazakov, N.I. Klushina, A.M. Shesterina on the use of interactive techniques in media texts. The most comprehensive Tambov communities on VKontakte and Telegram channels were selected as an empirical base. The study used the method of content analysis of social media texts for 2023-2024.RESULTS AND DISCUSSION. The following conclusions were formulated in the course of the study: 1) each speech technique performs several functions, which indicates the convergence of the functionality of media texts; 2) speech techniques of interactive communication in synthesis with technical means demonstrate effectiveness; 3) speech techniques are a manipulative means, and technical means are used to implement media communication tasks.CONCLUSION. Interactive speech techniques in media texts allow to influence the user, involve him in the news item and form a certain opinion about it, motivate to leave a social reaction to the media content. This gives the authors the opportunity to make the platform more recognizable and interesting, as well as to increase the effectiveness of the community.