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ecosystems with numerous everyday life services. To achieve the
set goal, the following methods
will be employed: analysis of scholarly literature on the research topic, analysis of qualitative
studies published by Russian analytical agencies in the field of media consumption and marketing,
as well as substantive analysis of publications on social networks, enabling the identification of the
nature of changes in the media sphere.
In this context, the Russian blogosphere and media landscape hold a pivotal position, playing a
crucial role in shaping public opinion, implementing marketing strategies, and communication
approaches. Examining audience migration dynamics enables the forecast of changes in consumer
preferences and needs, as well as the adaptation of approaches to interaction and brand promotion.
The objective of this research is to analyze and identify current trends in the development of the
Russian blogosphere and media landscape against the backdrop of audience migration changes in
the realm of social media.
The place of the blogosphere in contemporary media culture and mass communication systems
cannot be underestimated, as it plays a substantial role in the formation
and dissemination of
information, news, opinions, and perspectives. The blogosphere represents a dynamic space where
individuals share their thoughts, experiences, knowledge, and emotions, making it an essential
element of modern media culture and the mass communication system. Influencers can instantly
share news
and opinions, raise topics that may receive insufficient coverage in traditional media,
rendering the blogosphere more relevant compared to certain traditional media sources. According
to A.V. Chechulin, modern blogs possess a range of characteristics, including interactivity,
hypertextuality, anonymity, distance, voluntary
contact establishment, language creativity,
polyphony, syncretic communication nature, and multigenre nature [6, p. 90]. Opinion leaders can
exert significant influence on their audience’s perspectives: their recommendations and reviews of
products, services, or events can impact consumer decisions. Furthermore, the media sphere
enables participants to exchange information and opinions regardless of their location.
According to Z. A. Miloslavskaya, the Russian media landscape can be broadly divided into
state media, “independent” media, and social networks [4]. In turn,
blogs within social media,
which were predominantly text-based and of limited popularity, have gained noticeable influence,
displacing traditional mass media and communication channels, particularly among the youth [5, p.
712]. Remarkably, there has been a shift in audience dynamics: while traditional media used to
attract readers, listeners, and viewers, new media, including mobile and internet resources, now
create a more complex perception of information [1]. It is noteworthy that experts express the view
of a gradual change in the behavior of the new media audience.
The predominance of visual
content, especially videos, is identified as a characteristic trend. The tendency towards shorter
video content suggests that users prefer a more concise yet expressive form of information delivery.
Research analysis highlights the gradual rise in the importance of the blogosphere and media
landscape as communication spheres, whose influence continues to expand [3, p. 42]. People’s
need for information stimulates an interest in acquiring knowledge not only from traditional mass
communication sources but also from experts’ opinions in various fields. The development of the
blogosphere and media landscape leads to the emergence of significant figures – bloggers with
influence, attracting brands and advertisers’ attention. Understanding the dynamics of audience
migration contributes to effective content monetization and collaboration between bloggers and
brands. Concurrently, as the number of bloggers
and content creators increases, competition to
capture the audience’s attention grows. It is important to note that the evolution of the blogosphere
and media landscape in Russia is intricately tied to technological innovations, the globalization
process, the emergence of new platforms, changes in audience behavior, and socio-cultural trends.
Factors such as the development of social media, smartphone accessibility, and increased activity in
the digital space exert substantial influence on the dynamics of this evolution. An approximate
chronology of the evolution of the blogosphere and media landscape in Russia is presented in Table 1.