126
The author draws a conclusion that these two newspapers use different communication
strategies while presenting materials on different topics. For the most part, the presenta-
tion strategy is used (in the coverage of production, economic and humanitarian subjects
and the company policy). Conventional strategies based on dialogue (in the articles that
contribute to the establishment of horizontal corporate communication and the feedback
between the editorial staff and the readers) are also quite common. Manipulative strategies
are used in covering emergency situations, which is confirmed by the absence of critical
orientation materials and also by the fact that information is presented selectively and
not always in due time.
Keywords
: corporate media, content analysis, agenda, communication strategies.
Notes
Formaty i vidy korporativnykh izdaniy. Obrazovatel’nyy sayt Bashmakova K.S. [Formats
and Kinds of Corporate Publications. Educational website of Bashmakov K.S]. Available at:
http://www.barmashovks.ru/page95/for_izd/index.html
Heath R.L. (ed.) (2013) Encyclopedia of public relations. Houston: University of Houston
Publ. 2th. ed.
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Information Demands of the Radio Audience and Forms of Interaction with
the Listener in a New Media Environment: a Regional Perspective
© Elena A. Shurygina
PhD student at the Chair of Journalism, Faculty of Philology, Lobachevsky Nizhny Novgorod
State University; Editor of the Radio Broadcasting Service of the VGTRK Branch GTRK Nizhny
Novgorod (Nizhny Novgorod, Russia), Shuryginaelena@mail.ru
Abstract
The article examines the information needs of the radio audience, the creative forms
of interaction with
it, the experience of the general interest public stations of the Nizhniy
Novgorod region and the developmental perspectives of communication between radio
and the listeners in the context of the new media environment. It also provides the defini-
tions of the terms “general interest media” and “new media environment”.
The author examines the role and place of the general interest public stations in the
regional information field using the methods of content analysis and observation. The
author explores the information needs of the listeners of these radio stations in the period
between 2012-2015.
In the article, the author concludes that the achievement of contact with the audience in
the new media environment demands a constant improvement of the quality of journalistic
materials and a search for new forms and methods of work on the air. In addition, working
on general interest radio requires from the journalist a clearly articulated civic position
and an awareness of his social function of a journalist. This function is not only confined to
informing, but also includes an active component when using journalistic materials solved
the really important issues of the audience.
Keywords: information needs of the audience, public radio stations, radio audience,
new media environment, content, audiovisual media and journalism.
Notes
Dannye informatsionnogo portala “Vesti-Nizhniy Novgorod” [Data of the Vesti-Nizhny
Novgorod news portal]. Available at: //http://vestinn.ru/radio/radio_vesti_fm/
Zasurskiy I.I. Ob izmeneniyakh v mediasrede i soznanii lyudey [On Changes in the Media
Environment and People’s Minds]. Cossa. 2012. 19 April. Available at: http://www.cossa.
ru/234/15838/