The Use of Multimedia Instruments on the Websites of Information Agencies in Russia in 2010th

<p>In an environment of continuous technological changes faced by journalism at the beginning of XXI century the identification and analysis of the best multimedia practices of the modern newsroom gain great importance.</p><p>The research goal is to identify the best practices of multimedia instruments application on the websites of Russia&rsquo;s news agencies, and to prepare a list of recommendations for their implantation for other market participants. The research was accomplished on the material of &ldquo;RIA Novosti&rdquo; website. &ldquo;RIA Novosti&rdquo; is the first Russia&rsquo;s news agency restructured its activity on the basis of newsroom convergence.</p><p>The study addresses the following objectives to achieve the goal:</p><p style="margin-left:53.45pt;">-&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; To update the content of the basic concepts that describe the activities of the modern mass media like &ldquo;convergence&rdquo;, &ldquo;multimedia&rdquo;, &ldquo;interactivity&rdquo;;</p><p style="margin-left:53.45pt;">-&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; To define the concept of &ldquo;multimedia instruments&rdquo; and to identify their purpose in the modern mass media;</p><p style="margin-left:53.45pt;">-&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; To identify key multimedia instruments applied by &ldquo;RIA Novosti&rdquo;;</p><p style="margin-left:53.45pt;">-&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; To determine which multimedia instruments can be used to improve the efficiency of the mass media.</p><p>A systematic approach and methods of synthesis and systematization were chosen as the methodological basis of the research. The method of theoretical text analysis was applied during the research process to highlight the key conceptual categories such as convergence, multimedia, etc. In assessing the relevance of multimedia instruments of www.ria.ru site were applied &nbsp;methods of comparative analysis and methods of classification and typology.</p><p>The main results obtained during the research can be described as follows:</p><p style="margin-left:53.45pt;">-&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; Application of the various multimedia formats increases the attractiveness of the site in user&rsquo;s opinion. Russian users show an intense interest in videos, photos, interactive infographics;</p><p style="margin-left:53.45pt;">-&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; The most popular format on the web site is video: crash sites footage and shooting made by spectators gain the greatest interest;</p><p style="margin-left:53.45pt;">-&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; Infographics is a multimedia format less popular than photos or videos, but it generates the greatest readers&rsquo; response. At the same time users have an intense interest in infographics that explain changes in a legal system and in a regulation of society. Also the 3D charts use on the information site has the great potential along with the content gamification technology and the creation of the personalized services based on the &ldquo;big data&rdquo; instrument;</p><p style="margin-left:53.45pt;">-&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; Intensive activity through social networks can be called an effective instrument for expanding media audience. At the same time the most successful approach of work with social networks is not about mechanical broadcast of site messages, but a content adaptation to the needs and demands of a particular social network audience;</p><p>- The point of growth in the modern informational media work is the use of user generated content in creating the materials. However, at the present stage of Russian society development media is the initiator of cooperation is rather active than users.</p>