MEDIA-AESTHETIC FEATURES OF ANIMATION AND VIDEO CONTENT ON MEDIA WEBSITES

The article examines the principles of using animation and video content on modern media websites. New methods of consuming media content are substantiated: today’s audience has developed a demand for visualization, which is represented by a set of animation tools and supplementing the text material with video. The study is based on the media-aesthetic model of G. Zettl, as well as on the functional features of using animation on websites, highlighted by A. A. Belyaev. The article proposes criteria for identifying distinctive features of animation tools and video content on federal and regional media websites in terms of media aesthetic perception. In the paper, this component is analyzed from the standpoint of two-dimensional and three-dimensional spaces, dynamics of the media website, and the presence of audio and video elements. As a result, the compatibility and harmonization of animation elements and video in the structure of modern media websites are considered, and the effectiveness of using animation and video format in the materials presented on media websites is determined. Their absence in most cases, as well as their incompatibility in website design, is revealed. Media aesthetic components of animation and video content are considered in media of different typological orientation. The choice of media websites for analysis is due to their demand among the audience - the most cited and read federal and regional media among the Russian audience. The findings are systematically presented in the table, the main criteria for identifying media aesthetic features of animation elements and video in the materials of media websites are outlined.