MEDIA COMMUNICATIONS IN ONLINE- MEDIA IN NORWAY: FEATURES OF CONTENT AND TECHNOLOGY FOR INTERACTION WITH THE AUDIENCE

The article is devoted to the study of modern media communication in Norwegian online-media using the example of the website of the newspaper Aftenposten. This investigation examines scientific approaches to defining media communication, the current mediaspace in Norway, and the principles of media consumption by the population. The author, relying on the method of content analysis, analyzes the features of content and building strategies for new media in interaction with the audience. The results of the study show that in the conditions of transformation of the modern media space, new media actively manifest themselves along with traditional media, in particular, online publications, distinguished by interactivity in organizing a dialogue with the audience. It is concluded that the methods of media communications used differ in their functionality and allow them to be adjusted to specific preferences, thereby covering as large and diverse an audience as possible. The experience of analyzing the content of the Norwegian press on the issue of intercultural communication confirms some general trends in the digital reality of modern media in the context of globalization. Consideration of active processes occurring in the media in the digital era, taking into account the importance of building an effective dialogue model on issues of intercultural communication, is of great importance both for the theory of journalism and for practicing journalists writing on the topic of harmonizing interethnic relations in the modern world.