Trending clips in the commercial and public sectors of the media space
DOI:
https://doi.org/10.47475/2070-0695-2025-57-3-60-74Keywords:
trend, media product, content design, commercial, trending clip, state-owned media, commercial and public sectors of the media spaceAbstract
The problem of the research lies in the need to identify how the purpose of content affects a media product: its creation taking into account trending phenomena and trends, viral phrases and sound materials; its relevance and perception by the target audience; the generation of parodies based on it; the new sound of "old" films using it; the use of editing and fonts; on the semiotic construction of videos; on its relevance to musical mass events; on the speed of distribution of clips on the web; on the connotation of media texts; on the share of creative unconventional videos in the media; on the visualization of text and the formation of media aesthetics. In order to generate a product in demand by the audience, it is necessary to take into account the specifics of the media field sector: commercial and government. The classification category is selected based on the type of ownership of the video producer. The purpose of the work: to capture the popular design of a media product (commercial videos, state-owned media clips) that is in demand by the audience in mid-2024. The article focuses on sound and music, video sequences, and font design. The object of the study is VKontakte clips from the commercial and public sectors of the media field, selected by keywords representing nine thematic blocks. The subject is trends in videos that are in demand by the target audience of the social network. The study, based on content analysis, discourse analysis, and the included observation method, revealed similarities and differences between the two types of clips. The general thing has been revealed: the trending clips of each sector of the media field are based on juxtaposition, have a positive connotation, influence the creation of high-quality parodies, and include text visualization. The difference between commercial clips and state-owned videos is that the first category of media product outperforms trending musical compositions and sound, while the content of state-owned videos is based on the recording of comic videos, most often fragments from films, and trending musical compositions are rarely accompanied. The videos also differ in their semiotic characteristics. The purpose of commercial clips is to sell a product/service; the purpose of state–owned content is to inform subscribers about government activities. The theoretical significance of the work lies in getting an idea of the formation of trends.; about the elements, events, and products of the creative industries that serve as a catalyst for the emergence of popular media texts and mass media flows. The practical significance lies in the possibility to apply the developments in the activities of media specialists filling commercial accounts or government resources. The paper notes that trends are being transformed; algorithms, formats, tools, and platforms are emerging that influence the popularization of content. The issue requires scientific and research attention, which makes the research promising. Acknowledgments: The study was conducted with the financial support of the Yaroslav the Wise Novgorod State University – within the framework of the rector's personal grant for young scientists 2024–2025.
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