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Efficiency Promotion Problems of Socio-political Media in Social Networks and the Blogosphere

Student: Kseniya By`striczkaya

Supervisor: Alexander Sharikov

Faculty: Faculty of Media Communications

Educational Programme: Master

Year of Graduation: 2014

<p style="text-align: center;">Abstract of Master&rsquo;s thesis</p><p style="text-align: center;">&laquo;Efficiency Promotion Problems of Socio-political Media in Social Networks and the Blogosphere&raquo;</p><p style="text-align: center;">prepared by Kseniia Bystritckaia,</p><p style="text-align: center;">second-year Master&#39;s student of Faculty of Mediacommunications, Higher School of Economics (HSE)</p><p style="text-align: center;">Scientific adviser &ndash; Alexandr Sharikov, candidate of pedagogical science</p><p style="text-align: center;">Department of Media Production and Creative Industries</p><p>The topic of investigation is of current importance because modern mass media use social networks and blogs to promote its brand, content and to communicate with audience. However, social media doesn&rsquo;t always help them to achieve these aims.</p><p>The<strong> object</strong> of the investigation is mass media promotion in social media as a part of media marketing complex.</p><p>The <strong>subject </strong>of the research is peculiarities of Russian socio-political mass media promotion in social networks and the blogosphere.</p><p>The <strong>aim</strong> of this study is to analyze problems connected with efficiency promotion of Russian socio-political mass media in social networks and the blogosphere.</p><p>The main goals of this investigation are to analyze promotion&rsquo;s place in media marketing complex, describe aims of mass media promotion in social media, research peculiarities of information distribution in social networks and blogs of Runet, conduct poll of experts who promote mass media in social media and prepare content analysis of posts appeared in communities of Russian web mewspapers &laquo;Lenta.Ru&raquo; and &laquo;Gazeta.Ru&raquo; in social media to compare promotion strategies of these newspapers.</p><p>The <strong>hypothesis</strong> of the investigation is that distribution of different content on the platforms, which are used for promotion, helps to increase efficiency promotion of mass media in social media.</p><p>The<strong> theoretical base</strong> consists of research works by E. Vartanova, L. Danchenok, A. Albarran, M. Lukina, Y. Benkler, L. Shiffman, N. Sokolova, R. Gambarato and other investigators who are interested in research of new media.</p><p>The <strong>empirical base </strong>of the investigation encompasses the results of expert poll, content analysis, articles from magazines for media industry workers and statistics of social media traffic.</p><p>The main <strong>conclusions </strong>of the thesis:</p><p>1) In contrast to commercial companies which use social media promotion to inform company&rsquo;s news and to stimulate sales through the site, mass media post general news and articles in social media communities and don&rsquo;t have product sales among the main aims of promotion.</p><p>2) Social networks audience exceeds audience of blogs in Runet. At the same time sociodemographic characteristics of different social networks users vary significantly.</p><p>3) According to experts, among the main goals of mass media promotion in social media there are increase of traffic from social media to mass media sites and getting feedback from the audience. Degree of users&rsquo; activity, number of subscribers and followers in the communities and amount of traffic to mass media sites are said to be the main indicators of efficiency promotion of mass media in social media.</p><p>4) Among the main problems of mass media promotion in social media which were mentioned by experts there were difficulties in understanding interests of target audience and troubles in communication with users, user&rsquo;s tiredness of huge amount of information.</p><p>5) Use of transmedia elements, including distribution of different content on the platforms, which are used for promotion, helps to increase efficiency promotion of mass media in social media.</p>

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