Media and Instant Messaging Services: a New Tool for Communicative Interaction

As part of this study, the emergence of a new tool for communicative interaction between the media and their audience - Internet messengers, was studied. Transformations caused by the process of media convergence led to the formation of new behavioral patterns within the society: individualization of technology determined the mass transition of active Internet users from social networks to messengers which have become a platform, combining different technical capabilities and offering a wide range of services, among which a special place is taken by public informatization through news channels. For the media interested in retaining the target segment, this meant expanding the field of their activities. New way of interaction with the audience via Internet messengers raised questions: did this platform become a new multimedia source of information and how effective is it? The answer was found by means of a comparative analysis of the peculiarities inherent in "traditional multimedia" and Internet messengers, as well as through the survey method, on the basis of which we were able to identify and subsequently test the most preferable way to build communication between the media and their target segment.