News-Oriented Social Media of the Belgorod Region on Telegram: Methods of Audience Engagement and Newsflow Organization
DOI:
https://doi.org/10.52575/2712-7451-2025-44-4-692-705Keywords:
digital journalism, platform media, messaging platforms, audience engagement, user-generated content, UGC, content analysis, typology of communication models, local news, Belgorod RegionAbstract
Traditional mass media do not always meet the heightened information demands that emerge during socially significant events, and social media step in to fill the resulting gap. Despite the substantial number of studies and publications devoted to Telegram channels as a new type of media, this segment remains insufficiently explored in terms of classification. The aim of the study is to develop a typology of social media based on the ways news flows are organized and how interaction with the audience is structured in regional Telegram channels. The empirical base consists of about 20 Telegram channels from the Belgorod segment covering the years 2022–2025; the research method is qualitative content analysis of media texts with annotation of posts by source and content type, presence or absence of comments, indicators of UGC, share of reposts, and promptness. The study proposes a typology based on the nature of audience communication: an open model (constant dialogue, UGC as a significant part of the feed), a closed model (aggregation of external messages, minimal communication), and a mixed model (a hybrid of an authored channel with selective interactivity). Recommendations are offered on adjusting editorial policy and performance metrics for regional teams. The findings help refine the grounds for classifying social media through the lens of “media–audience” communication parameters.
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