ANALYSIS OF TRENDS IN MEDIA CONSUMPTION OF CITIZENS ON SOCIAL MEDIA USING THE EXAMPLE OF CONTENT FROM REGIONAL AUTHORITIES

ABSTRACT

This article deals with the key aspects influencing the perception and consumption of information and identifies factors that promote or hinder effective interaction between government and citizens in social media, while also analyses the results of a sociological study, and recommendations are proposed for improving the content and its presentation on social networks in order to create a more effective dialogue between the government and the population.

Keywords: media consumption, social media, content, posting on social media, social media activity, content of regional authorities.

In modern society, social media has become an integral part of everyday life, changing the way people interact with information. In growing digitalization and globalization, the effective use of social media by public authorities has become an important tool to ensure transparency and increase the level of trust and involvement of residents in decision-making processes.

The need to adapt the communication strategies of the authorities to the changing demands and expectations of society, as well as the desire to increase the level of citizens' involvement in public processes, conditions the relevance of the topic. Researchers interpret the established practices of digital interaction between authorities and the population in social networks as already quite sustainable, but requiring additional measures to increase user engagement, increase the number of subscribers, and adapt the published material to the preferences of the population. The importance of a comprehensive analysis of current citizen participation in using official social media pages and profiles highlights its role in enabling direct communication.

According to M. A. Shatunova, researchers need to pay close attention to the study of media behavior because, despite the increasing consumption of media products, this area remains understudied [4]. New platforms, content formats, and ways of interaction are emerging at an enviable rate, outpacing the possibilities of today's research and analysis.

A study conducted by ROMIR at the end of 2024 revealed a significant increase in the influence of digital platforms and social networks on Russia's information field. The findings show an impressive picture of the transformation of media consumption. More than a quarter of Russians (27%) used the Internet as their primary source of information, and a third (34%) get their daily news from Telegram. While VKontakte (VK) remains a popular platform (19% of users), the level of trust in it is lower than in other digital channels. Focus on messengers, social media, and video platforms such as Telegram, VK, and others; Their audiences actively engage with content [1].

Also, according to Mediascope statistics, as of November 2024, Russians receive information content through three main channels: 66% of the population watch news and socio-political programs on TV, 35% access information resources on the Internet, and 47% read Telegram news channels [2]. According to a study by VCIOM conducted in November 2024, 30% of Russians named social networks and blogs as the primary source of news about events in their region. The same share of non-state channels and groups in messengers [5]. The study conducted by E. N. Rychikhina, E. P. Neskorodeva, and A. M. Borovikov showed that the disadvantages of social media can be partially or completely leveled if the authorities properly used social networks. The authors suggest certain strategies aimed at effective utilization of social networks in governance while reducing the risks associated with the dissemination of false information and manipulation. These strategies include the creation of communication plans, regular monitoring of social media, active communication with users, and measures to counter misinformation [3].

In the course of the sociological research, a focus group interview was conducted with residents of the Belgorod region who are subscribers or readers of the official accounts and channels of the region's authorities. The use of online technologies and an algorithmic questionnaire allowed for a qualitative and in-depth analysis of respondents' opinions and important aspects of the topic under study.

The analysis of citizens' media consumption allowed us to assess the effectiveness of this communication strategy and suggest necessary adjustments. Based on the results of the study, we can draw some specific conclusions:

1. The need for current news and information mainly drives media consumption in the region, especially among older age groups. Young people use social networks in a more diverse way — for learning and socializing. The information channels of the authorities in the region successfully cover all age groups and neighborhoods.

2. The governor of the region and heads of districts are the central figures in the media consumption of citizens. The preferences of different age groups are similar, which indicates high trust and effective communication.

3. The social network Telegram is a key platform for citizens of all ages and territories of the region. Age affects preferences: young people exhibit more diverse in media use, and the elderly use more traditional social networks (VKontakte, Odnoklassniki).

4. Older and middle-aged people view government content much more often than younger people. The primary motive is to keep abreast of events and ensure their awareness and safety in a changing environment. Text formats remain the most popular and demanded option — they are noted by representatives of all ages.

5. The majority of participants do not comment on or share authorities' publications, limiting themselves to reading or simple reactions. The major barrier to activity is the presence of negative attitudes in comments.

Based on the results of the study, we can offer some recommendations for improving the content of regional authorities in social media:

1. Maintain promptness and regularity of publications. It is necessary to quickly and steadily inform residents about important events, emergency situations, and changes, as regular updates form a sense of security and trust.

2. It is important to create diverse, understandable, and customized content, using a variety of formats such as short texts, infographics, cards, videos, and live broadcasts. Also, separate different types of news by topic and time, for example, positive and negative news. Make it easy to find things on the channel or official account to improve user experience.

3. It is necessary to stimulate the involvement of residents in the content of regional authorities. Actively respond to comments and conduct polls and voting on the pages. It is also possible to allocate separate platforms for more in-depth discussions of certain issues and topics.

The passivity of the audience causes the problem of insufficient involvement of citizens in the social media of the authorities, on some platforms and accounts. To solve this problem, it is necessary to adapt the published content according to the trends of citizens' media consumption. This will not only increase engagement but also build trust between the authorities and residents.

In conclusion, we must emphasize that without regularly analyzing citizens’ media consumption of government content on social networks, we cannot understand the messages’ effectiveness, the most popular formats, or what inspires trust or criticism. This contributes to building trust in the authorities, increasing civic engagement, and forming a unified information space in the region.

Reference:

1. Dynamics of media consumption in Russia: Russians have become less trusting. ROMIR data for the fourth quarter of 2024 [Electronic resource] // Mode of access to the publication: https://t.me/romir_real/1318. – System requirements: IBM PC, Internet Explorer.
2. Media consumption statistics in Russia as of November 2024 - Mediascope [Electronic resource] // Mode of access to the publication: https://d-russia.ru. – System requirements: IBM PC, Internet Explorer.
3. Rychikhina, E. N. Interaction with the population in social networks to eliminate conflicts «local government-population» / E. N. Rychikhina, E. P. Neskorodova, A. M. Borovikova // World of Science. Sociology, philology, culturology. – 2022. – №3. – P. 42-57.
4. Shatunova, M. A. Main tendencies of media consumption in social networks runet / M. A. Shatunova // Young Scientist. – 2021. – №21(363). – P. 349-352.
5. VCIOM: Telegram and WhatsApp have become the main news channels in 2024 [Electronic resource] // Mode of access to the publication: https://rg.ru/2024/12/18/vciom-telegram-i-whatsapp-stali-osnovnymi-kanalami-novostej-v-2024-godu.html?utm_referrer=https%3A%2F%2Fyandex.ru%2F. – System requirements: IBM PC, Internet Explorer.