THE INTEGRATION POTENTIAL OF USER-GENERATED CONTENT INONLINE MEDIA: PRINCIPLES OF MEDIA INTERACTION WITH THE CONSUMER

The author examines the features of using user–generated content in online media using the example of the leading online media of the Republic of Tatarstan, based on the distinctive behavior of participants in communication organized by online media, in particular, consumers and journalists. Considering the user as a consumer of media content, the author defines the principles of interaction with him in the context of stable forms of communication in the media field. Based on the consideration of such important parameters of this process as the peculiarities of the user’s thinking, the fund of general knowledge and ideas about the world and common logic, that is, logic based on personal experience, as well as the analysis of content packaging in the studied network media, the features of user content in these media and its integrative nature are identified, as well as its procedural specifics.