Alternative and Mainstream Media: Media Technologies in Election Campaigns (Using the Examples of Meduza, RT in Russian, Buzzfeed, USA Today)

Media occupy a significant place in the political life of society. It forms a public point of view on government decisions. Therefore, during the electoral campaign the role of the media is increasing. Alternative and mainstream media use various technologies to cover events. This research examines the media technologies that alternative and mainstream media used to cover the election campaign in 2018. Furthermore, the research analyzes the difference between media technologies that are used by alternative and mainstream media in Russia and the USA. The method of terminology analysis allowed to form definitions of main terms that are most significant for this study. The method of narrative analysis and content analysis were used to reveal media technologies used to cover the election campaign of 2018. The method of comparative analysis demonstrated common and different features of American and Russian media that covered elections. The research identified which media technologies alternative and mainstream media use to cover the election campaigns. Some of these technologies are able to affect voters and change their opinion about candidates.