INTERNET-ORIENTED TECHNIQUES IN NEWSPAPERS OF MEDIUM-SIZED AND SMALL TOWNS OF THE PERM REGION

Abstract

The article focuses on description of the Internet-oriented techniques used by local newspapers of the Perm region. The main objects under analysis are newspaper publications that borrow the principles of content organization from the Internet media (based on the fundamental ideas of the Internet communication): interactivity, hypertextuality, multimediality. The article puts the emphasis on: techniques of cascade organization of hypertext; atomization and card structuring of a document; adaptation of hyperlinks; logic and syntax of search queries. The use of such techniques in local newspapers is the way that editors try to communicate with the Internet-oriented reader. It seems to be a decent strategy as local audience is slightly segmented and the status of printed periodicals is still high. In general, this process is viewed as an evidence of the current level of media convergence, which can be described not only in terms of organizational changes but also in terms of content modernization in the traditional mass media. It is definitely connected with the new features of the media consumption that have been formed under the influence of the Internet.