Социальные сети как инструмент формирования лояльности молодежи к российским телеканалам
Аннотация
В статье рассматриваются российские телеканалы, их представление в социальных сетях. Выявлено две модели взаимодействия телевидения и социальных сетей, различающиеся возможностями привлечения молодежи. Предложен авторский подход к оценке лояльности с использованием коэффициента интереса к соцсетям. Проведена оценка деятельности телеканалов в социальных сетях с точки зрения формирования лояльности к ним молодежи.
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Литература
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3. Achkasova, K. (2021). Auditoriya media 2020–2021 [Media audience 2020-2021]. Mediascope [Mediascope], available at: https://mediascope.net/upload/iblock/cd5/Adindex%20City%20 Conference%202021%20Mediascope.pdf (accessed: 25.12.2021) (in Russ.).
4. Wetzel, K.Ya. (2020). Sotsial'nye media i sotsial'nye seti: problemy terminologii i modeli vzaimodeystviya pol'zovateley [Social media and social networking services: terminological problems and user communication models]. Mezhdunarodnyy nauchno-issledovatel'skiy zhurnal [International Research Journal], 9(1), pp. 139-141. DOI: 10.23670/IRJ.2020.99.9.023 (In Russ.)
5. Gerasimova, G. I. (2020) Kharakteristika patternov kommunikativnogo povedeniya pokoleniya Z [Features of communicative behavior generation Z]. Znak: problemnoe pole mediaobrazovanija [Sign: Problematic Field of Media Education], 4 (38), pp. 7-13. DOI: 10.24411/2070-0695-2020-10401 (In Russ.)
6. Druzhba, O. V., Kairova, I.A. & Koshman M.V. (2020). Cotsial'nye seti kak prostranstvo internet-sotsializatsii molodezhi [Social networks as a space for internet socialization of young people] KANT [KANT], 1, pp. 143-151 (In Russ.)
7. Druker, M.M. (2020). Cozdanie polozhitel'nogo kontenta sotsial'nykh media kak instrument formirovaniya tsennostnykh orientirov sovremennykh podrostkov [Creating positive social media content as a tool for forming value orientations of modern teenagers]. Vestnik Volzhskogo universiteta imeni V.N. Tatishcheva [Vestnik of Volzhsky University after V.N. Tatischev], 2(2), pp. 145-151. (In Russ.)
8. Dukin, R.A. (2016). K voprosu opredeleniya ponyatiya «sotsial'nye media» [Concerning definition of "social media'' concept]. Obshchestvo: sotsiologiya, psikhologiya, pedagogika [Society: sociology, psychology, pedagogy], 4, pp. 37-39 (In Russ.)
9. Kayumov, F. (2021). Statistika ob auditorii social'nyh setej v 2021 godu [Statistics on the audience of social networks in 2021]. Blog Farita Kayumova [Blog of Farid Kayumov], available at: https://faritk.ru/stat-i/smm/statistika-ob-auditorii-sotsialnykh-setej-v-2021-godu (accessed: 26.12.2021) (in Russ.)
10. Mediapotreblenie v Rossii 2021 [Media consumption in Russia 2021]. Deloitte [Deloitte], available at: (accessed: 12.12.2021) (in Russ.).
11. Nazarov, M.M., Ivanov, V.N. & Kublitskaya, E.A. (2020). Mediapotreblenie v vozrastnykh kogortakh: TV i Internet [Media consumption of different cohorts: TV and Internet]. Vestnik RUDN. Seriya: Sotsiologiya [RUDN Journal of Sociology], 3(20), pp. 560-571. DOI: 10.22363/2313-2272- 2020-20-3-560-571 (In Russ.)
12. Nashikyan, E.E. (2021). «Stareyushchiy» zritel' sovremennogo rossiyskogo televideniya [“Aging” viewer of modern russian television]. Chelovek i kul'tura [Man and culture], 3, pp. 96–110. DOI: 10.25136/2409-8744.2021.3.29475 (In Russ.)
13. Nemirovskaya, M.L. & Yakusheva, V.V. (2019). Analiz metodov povysheniya loyal'nosti k brendu sredi rossiyskikh televizionnykh kanalov [Analysis of methods to increase brand loyalty among Russian television channels]. Vestnik universiteta [Vestnik Universiteta], 10, pp. 158-164 (In Russ.)
14. Onuprienko, K.A. (2021). Transformatsiya traditsionnykh televizionnykh zhanrov na novykh tekhnologicheskikh platformakh [The transformation of traditional television genres on new technological platforms]. Aktual'nye voprosy sovremennoy filologii i zhurnalistiki [Actual Issues of Modern Philology and Journalism], 3, pp.99-108 (In Russ.).
15. Press-sluzhba VKontakte. Vyruchka VKontakte v tret'em kvartale 2021 vyrosla na 29 % i prevysila 7 mlrd rublej [VKontakte press service. VKontakte revenue in the third quarter of 2021 increased by 29% and exceeded 7 billion rubles]. Novosti dlya pressy [News for the press], available at: https://vk.com/press/q3-2021-results (accessed: 26.12.2021) (in Russ.)
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17. Stogova, E. (2021). Kak rossiyane smotreli televizor v 2021 godu. Infografika [How Russians watched TV in 2021. Infographics]. RBK [RBC], available at: https://www.rbc.ru/technology_and_med ia/23/12/2021/61c4633d9a79476fde8b7dce (accessed: 04.12.2021) (in Russ.).
18. Tyunyaeva(Bochkaryova),M.,Novyj,V.(2021).AuditoriyaTelegramvpervyeprevysilapolovinu vsekh pol'zovatelej Runeta [The Telegram audience for the first time exceeded half of all Runet users]. Vedomosti [Vedomosti], available at: https://www.vedomosti.ru/media/articles/2021/09/28/888523- auditoriya-telegram (accessed: 26.12.2021) (in Russ.).
19. Faikov, D.Yu. & Faikova S.D. (2022) Informatsionnoe obschestvo: kto krayniy v internet? (O prodvizhenii televizionnyh brendov v sotsialnyh setyakh) [Information society: where is the end of the line on the Internet? (Concerning the TV brands promotion in social networks)]. Ekonomika, predprinimatelstvo i parvo [Journal of Economics, Entrepreneurship and Law], 12(1), pp. 63–80. doi: 10.18334/epp.12.1.114118 (In Russ.)
20. Hunt, L. (2003). Osnovy televizionnogo brendinga i efirnogo promoushen [Basics of TV branding and on-air promotion]. New York-Moscow. 144 p. (In Russ.)
21. CHernousov, I. (2021). Analitiki nazvali samye populyarnye socseti v Rossii [Analysts named the most popular social networks in Russia]. Rossijskaya gazeta [Rossiyskaya Gazeta], available at: https:// rg.ru/2021/12/08/analitiki-nazvali-samye-populiarnye-socseti-v-rossii.html (accessed: 25.12.2021) (in Russ.).
22. CHyornyj, V. (2021). Social'nye seti v Rossii: cifry i trendy, osen' 2021 [Social networks in Russia: figures and trends, autumn 2021]. Brand Analytics [Brand analytics], available at: https://br- analytics.ru/blog/social-media-russia-2021/ (accessed: 26.12.2021) (in Russ.).
23. Shesterina, A.M. (2021), Tendentsii vliyaniya videoblogginga na sovremennyy televizionnyy kontent [Trends in the influence of video bloging on modern tv content]. Znak: problemnoe pole mediaobrazovanija [Sign: Problematic Field of Media Education], 3(41), pp. 118-123. DOI: 10.47475/2070-0695-2021-10314 (In Russ.)
24. Shchepilova, G.G. & Kruglova, L.A. (2018). Telekanaly i sotsial'nye seti: spetsifika vzaimodeystviya [Television channels and social networks: specifics of interaction]. Vestnik Moskovskogo universiteta. Seriya 10. Zhurnalistika [Vestnik Moskovskogo universiteta. Seriya 10. Zhurnalistika], 3, pp. 3-16. (In Russ.)
25. Dollarhide, M. (2021). Social Media. Investopedia, available at: https://www.investopedia.com/ terms/s/social-media.asp (accessed: 01.12.2021).
26. Kaplan A.M. & Haenlein M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business horizons, 1(53), pp. 59-68. doi:10.1016/j.bushor.2009.09.003.
27. Naveed, N., Gottron, T., Kunegis, J. & Arifah, C.A. (2011). Bad News Travel Fast: A Content- based Analysis of Interestingness on Twitter. Proceedings of the 3rd International Web Science Conference. Koblenz, Article No. 8, pp. 1–7. https://doi.org/10.1145/2527031.2527052
Опубликована
2022-08-05
Как цитировать
ФАЙКОВА, Софья Дмитриевна.
Социальные сети как инструмент формирования лояльности молодежи к российским телеканалам.
Знак: проблемное поле медиаобразования, [S.l.], n. 3 (45), p. 81-94, aug. 2022.
ISSN 2949-3641.
Доступно на: <https://journals.csu.ru/index.php/znak/article/view/734>. Дата доступа: 04 may 2024
doi: https://doi.org/10.47475/2070-0695-2022-10309.
Раздел
КОММУНИКАТИВНЫЕ ИССЛЕДОВАНИЯ: РЕКЛАМА, PR, БРЕНДИНГ, МЕДИА
Ключевые слова
социальные медиа, социальные сети, телевидение, лояльность, вовлеченность, молодежь
