REPRESENTATION OF THE ARCHAEOLOGICAL PHENOMENON IN THE MEDIA:A COMPARISON OF PROFESSIONAL AND AMATEUR CONTENT ON DIFFERENT PLATFORMS

In this study, using the example of a specific historical site Arkaim (Late Bronze Age of the Eurasian steppes), located in the Chelyabinsk region, we compare user and journalistic content and their fundamental di erences in approaches to forming a media image of an archaeological phenomenon. The concept of “user content” and its key features are described, the degree of study of the media image of Arkaim in the context of research into journalistic and user content is indicated. The main objective of the work is to identify the specific features of user and journalistic content about the archaeological phenomenon and analyze their potential impact on the audience. For this purpose, an empirical base was analyzed in detail, selected through a single resource “Zen” (dzen.ru) and represented by 151 journalistic publications and 40 user entries published in the period from January 1 to December 31, 2024 and telling about Arkaim. By means of discourse analysis, media aesthetic and formal-content analysis, the materials were analyzed according to the following criteria: reliability of facts, completeness of information, presence of a subjective beginning, stylistic features, thematic a liation and semantic dominants in the representation of an archaeological phenomenon, genre features, media aesthetic properties, multimedia accompaniment, audience reaction to publications. The conducted work allowed us to come to the following conclusions: user and journalistic content about Arkaim di er in the context of thematic dominants in the representation of the location; the choice of genre and stylistic features of the text; the quality of elaboration of topics and the choice of multimedia elements. User posts evoke a greater reaction from the audience and are focused on describing the mystical context of Arkaim. Journalistic publications are focused on the cultural and scientific potential of the place, are distinguished by their brevity and reliance on verifiable data sources.