Abstract
The author refers to the content of the AIF.ru media website. The content covers a tragic event, that stroke Kemerovo (Russia) in March 2018. That is a fire that burnt down a mall. The researcher applies the method of continuous sampling, the method of axial coding, content analysis at different stages to analyze the AIF.ru content. It was concluded that photography is used for timely coverage of events. The result has been achieved thanks to the method of continuous sampling and counting the number of visual content items by types. With the help of the method of axial coding, it is stated that there is a thematic (location, people) principle in grouping photos on the site. A completed content analysis made it possible to draw a conclusion that, first of all, the place of events and officials related to the incident are visualized. However, the personal grief is not displayed for the audience. As a rule, people are depicted as part of a single whole as crowds, as a large number of people which symbolizes public tragedy in the pictures AIF.ru.
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