The structure of media communications of local government bodies: Experience of comprehensive analysis
DOI:
https://doi.org/10.47475/2070-0695-2025-57-3-20-29Keywords:
content analysis, media resource, social networks, local authorities, engagement rate, structural compositional analysisAbstract
In the context of new requirements for the organization of media content on the official resources of local authorities, the emergence of new publication formats is observed, which creates the need to study them and search for optimal models of media messages. The main goal of the study is to analyze which structural elements of messages are most optimal under the conditions of these requirements. This article discusses the synthesis of content research methods – content analysis and structural compositional analysis, which provide a deeper understanding of how various factors affect the perception of information by users. The author offers his own approach to conducting a content analysis of the official page of the local authorities on the VKontakte social network using the example of the page of the administration of the Korochansky district of the Belgorod region. Using the transformed formula of the engagement coefficient by views, popular and unpopular publications were selected for the study period. Structural elements of 160 publications were analyzed according to 14 criteria, including the type and number of media files, adherence to corporate identity, text volume, the presence of persons, emoji, links, hashtags and other factors. In the work, the author's formula was proposed for calculating the optimal value of the structural elements of publications, presented in the format of a table. The analysis revealed key characteristics of structural elements that affect the popularity of publications. Conclusions were also drawn on the practical application of the proposed approach, its strengths and weaknesses, as well as the prospects for further development. The results of the study can be useful for specialists of the press services of local authorities seeking to optimize the organization of media content.References
Alekseeva, O. A. (2024). Lingvisticheskie osobennosti turetskogo novostnogo mediateksta (2017–2020) [Linguistic features of Turkish news media texts (2017–2020)] (Candidate’s dissertation in Philological Sciences). Moscow. 183 p. (In Russ).
Arzhanova, K. A., Eremina, A. I. (2023). Situativnyy i kommunikativnyy kontent v ramkakh SMM-prodvizheniya brenda v sotsial'nykh setyakh [Situational and communicative content in brand SMM promotion on social networks]. Tsifrovaya sotsiologiya, 6 (2). 4–11. https://doi.org/10.26425/2658-347X-2023-6-2-4-11. (In Russ).
Babaeva, A. A. (2021). Organы gosudarstvennoy vlasti v sotsial'nykh setyakh: analiz akkauntov Pravitel'stva Moskvy [Government bodies on social networks: analysis of Moscow Government accounts]. Vestnik Moskovskogo universiteta. Seriya 10: Zhurnalika, 3. 198–215. https://doi.org/10.30547/vestnik.journ.3.2021.198215. (In Russ).
Boshno, S. V. (2021). Kontent-analiz kak metod nauchnoy deyatel'nosti [Content analysis as a method of scientific research]. Pravo i sovremennye gosudarstva, 5–6. 26–44. https://doi.org/10.14420/ru.2021.5-6.3. (In Russ).
Burnashev, R. F., Mirzaeva, A. B. (2022). Kontent-analiz kak instrumentariy kvantitativnoy lingvistiki [Content analysis as a tool of quantitative linguistics]. Science and Education, 3 (12). 1201–1210. (In Russ).
Vtyurina, E. A. (2021). Sotsial'nye seti kak sposob kommunikatsii brenda radiostantsii s auditoriey [Social networks as a way of brand communication between a radio station and its audience]. Skif, 5 (57), 425–436. (In Russ).
Grigoryeva, M. V., Borisova, U. S. (2022). Mediaobraz glavy GO «Gorod Yakutsk» po rezul'tatam kontent-analiza rossiyskikh i yakutskikh SMi [Media image of the head of the "City of Yakutsk" based on content analysis of Russian and Yakut media]. Obshchestvo: sotsiologiya, psikhologiya, pedagogika, 2 (94), 24–28. https://doi.org/10.24158/spp.2022.2.2. (In Russ).
Yermolenko, M. A. (2024). Sistema pravil organizatsii mediakontenta organov mestnogo samoupravleniya [System of rules for organizing media content by local government bodies]. Voprosy zhurnaliki, pedagogiki, yazykoznaniya, 43 (4). 409–420. https://doi.org/10.52575/2712-7451-2024-43-4-409-420. (In Russ).
Zaborova, E. N. (2024). Vzaimodejstvie vlasti i naseleniya: elektronnye realii [Interaction between the authorities and the population: electronic realities]. Nauchnyj rezul'tat. Sociologiya i upravlenie, 10 (2), 117–126. https://doi.org/10.18413/2408-9338-2024-10-2-0-9. (In Russ).
Ziyatdinova, E. M. (2021). Sotsial'nye seti kak instrument kommunikatsii vlasti i obshchestva: sostoyanie i tendentsii razvitiya (na primere organov mestnogo samoupravleniya RF) [Social networks as a tool for government and public communication: state and development trends (on the example of local authorities in the Russian Federation)]. Kazanskiy sotsial'no-gumanitarnyy vestnik, 2 (49). 13–18. https://doi.org/10.26907/2079-5912.2021.2.13-18. (In Russ).
Zotov, V. V., Gubanov, A. V. (2021). Sotsial'nye media kak dialogovye ploshchadki grazhdan i organov vlasti sub"ektov Tsentral'nogo federal'nogo okruga [Social media as dialogue platforms between citizens and government bodies of the Central Federal District]. Tsifrovaya sotsiologiya, 4, 28–39. https://doi.org/10.26425/2658-347X-2021-4-4-28-39. (In Russ).
Pomazov, A. I. (2022). Yazykovye i polikodovye sredstva vyrazheniya kategorii attraktivnosti v russkom yazyke Interneta (na materiale mediatekstov v kontente veb-saytov rossiyskikh vuzov) [Linguistic and polycoded means of expressing the category of attractiveness in the Russian internet language (based on media texts from websites of Russian universities)] (Dissertation for the degree of Doctor of Philological Sciences). Nizhny Novgorod. 204 p. (In Russ).
Roslyakova, M. V. (2024). Ofitsial'nye stranitsy administratsiy gorodov Rossii v sotsial'nykh setyakh: analiz aktivnosti i vovlechennosti auditorii [Official pages of city administrations in Russia on social networks: analysis of audience activity and engagement]. Sotsiodinamika, 12. 105–122. https://doi.org/10.25136/2409-7144.2024.12.72728. (In Russ).
Semkulich, D. V. (2021). Stanovlenie i sovremennye interpretatsii metoda «Kontent-analiz» [The emergence and modern interpretations of the "Content analysis" method]. Vestnik ad"yunkta, 1 (11). 1–10. (In Russ).
Starikova, M. M., Suvorov, M. A. (2021). Kontent-analiz informatsionnoy deyatel'nosti futbol'nykh klubov rossiyskoy prem'er-ligi v sotsial'noy seti VKontakte [Content analysis of the information activities of Russian Premier League football clubs on the VKontakte social network]. Obshchestvo. Nauka. Innovatsii (NPK-2021), Vol. 1. Kirov: Vyatskiy gosudarstvennyy universitet. 1105–1116 (In Russ).
Kharitonova, O. Yu., Perevozova, O. V. (2022). Kontent-analiz internet-SMi po ekologicheskoy problematike: regional'nyy aspekt [Content analysis of internet media on environmental issues: a regional aspect]. Vestnik YuUrGU. Seriya: Sotsial'no-gumanitarnye nauki, 22 (2), 102–109. https://doi.org/10.14529/ssh220214. (In Russ).
Cherkunova, M. V. (2023). Funktsional'nyy sinerhizm maloformatnykh tekstov v sovremennom angliyskom diskurse [Functional synergy of short-format texts in contemporary English discourse] (Dissertation for the degree of Doctor of Philological Sciences). Moscow. 446 p. (In Russ).
Shevchenko, L. B. (2022). Kontent-analiz veb-saytov bibliotek nauchnykh uchrezhdeniy SO RAN [Content analysis of websites of libraries of research institutions of the Siberian Branch of the Russian Academy of Sciences]. Nauchnye i tekhnicheskie biblioteki, 1, 71–90. https://doi.org/10.33186/1027-3689-2022-1-71-90. (In Russ).
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Марина Ермоленко
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
