Transformation of the user content as a result of integration processes in the modern media sphere

Abstract

The article is devoted to the analysis of the integration processes in the modern media sphere that influence the formation of new transformational characteristics of online media content. The integration of online media and social networks on the Internet forms new media as a resource that implements new forms of communication between content producers and its consumers based on Web 2.0 technologies. Such backbone features of online media as multimedia, hypertextuality, interactivity form new ways of communication and language organization of media texts. Online media interactivity and hypertextuality ensure the equal participation of communicators in content creation and transformation. Information consumers are included in an interactive dialogue with information creators and become content producers themselves.

The conducted content analysis shows that the most productive type of user content that provides new text-forming characteristics of publications is a comment. It is user comments in social networks that become the content base for creating subsequent publications. As a result of conducted analysis, we distinguished four ways of producing media texts based on readers’ comments: a review of comments in social networks; a review of comments with examples taken from social networks; a review of comments on previous materials on the same resource; an analysis of polls and votes.