The FEATURES OF PRESENTING THE TOPIC OFCULTURE IN MODERN RUSSIAN MEDIA “AGENDA” OF THE REPUBLIC OF TATARSTAN
The author of the article identified and studied the features of coverage of the topic of culture in the “agenda” of Russian-language media in one of the most media-rich regions of Russia as the Republic of Tatarstan. Performing the study, we applied techniques such as: continuous monitoring to identify articles covering the topic of culture; meaningful, plot-compositional and lexical-stylistic analysis of the identified publications and comparative analysis of quality practice coverage of the topic of culture in a particular part of the empirical base of the study of mass media (which is more interesting, and where not). After analyzing the websites of seven different socio-political Newspapers (both print and multimedia) of all forms of ownership for 2018 - the first half of 2020, we made several conclusions. First, events from the field of culture had a place in the “agenda” of each of the Republican media we studied, regardless of the form of ownership and thematic areas. Secondly, this issue has occupied a cameo among other publications, and depended on information events (concerts, festivals, touring popular artists, the activity of the Republican Ministry of culture, the state policy in the field of culture, participation in activities of the leadership of the region, etc.) third in state Newspapers and magazines, the theme of culture was covered mostly in such genres as information note, interview and report, as in the private genre palette was broader: the article, report, interview, report, review, review, review and article. Fourthly, we found much more articles with a positive assessment of cultural events organized in the Republic of Tatarstan (very little was written about events in the districts) than with a negative assessment. Fifth, when covering this topic, journalists almost did not use modern multimedia formats (longrid, podcast, special project, infographics, tests, etc.). We believe that authors should make greater use of not only creative, but also modern multimedia features that will help not only attract and retain the attention of the audience, but also increase views and, possibly, the citation index of media texts.