Transmedia project: strategy of communicative interactive (based on the material from the «RBC Pro» website)

Abstract

The article is devoted to the analysis of the transmedia project of the «RBC Pro» website as an interactive platform on which a media product is formed that has a certain value for the target audience. Traditional methods of obtaining information are not attractive to audiences today. New consumer demands have influenced the emergence of the transmedia format. A new cultural practice of perceiving media content was to emerge. Modern communication technologies give journalism the opportunity to present information through not only traditional means, but also using other digital data transfer tools. The use of transmedia tools was the answer of journalism to the demands of the audience. This study identifies the types of communication strategies used to create the «RBC Pro» transmedia project, systematizes the transmedia principles and technologies for promoting a media product that is attractive for interactive interaction with the audience. The novelty of the research is the disclosure of the multiplication effect of the organizing function of the media, which creatively implements modern technologies for creating and promoting media content.