USER CONTENT IN THE STRUCTURE OF QUALITY INTERNET MEDIA (BASED ON SOCIAL NETWORK TEXTS)

The article is devoted to such a topical issue as the introduction of user-generated content into the structure of high-quality online publications. The emphasis is on the use of this content in journalistic materials posted in social networks and editorial messengers. The work uses typological analysis, descriptive and comparative methods, as well as content analysis. The leading Russian online publications, such as Izvestia and Kommersant, served as information sources, which allows us to compare di erent approaches to content organization and understand how high-quality media adjust content strategies and their editorial policy under the influence of user-generated content. The study focuses on the creative-technological and thematic-substantive aspects of integrating user-generated content into the agenda. The study material included texts published from January to April 2025 on the VKontakte social network and in the Telegram messenger. The established period is justified by the author’s desire to identify current trends in the work of editors of high-quality publications with user-generated content. The article presents quantitative indicators reflecting the process of integrating UGC into the feed of leading Russian professional media. The technical features of the content, format characteristics of user materials, and their thematic specificity are taken into account. The obtained data are structured in the form of a table, which provides a clear and visual representation of the nature of the integration of user materials into a professional journalistic text. The work purposefully examines how social networks of various high-quality media, aimed at di erent audiences, integrate user opinions into their work in order to increase the competitive advantages and media attractiveness of the media in a rapidly changing information space. The pros and cons of using user content in the structure of the agenda by high-quality online publications are considered, and the question of maintaining a balance between professional and “amateur” journalism is raised. The ethical aspect of integrating user content from the standpoint of journalistic deontology is touched upon. The author also considers the issue of how UGC today influences the formation of public opinion and changes the essence of professional journalism.