PUBLIC FEEDBACK: IMPACT ON DEMOGRAPHIC NARRATIVE INONLINE MEDIA

The study examines the role of user comments in shaping the news agenda of regional media, specifically focusing on the NN.RU online publication. Theobjective of this research is to uncover the mechanisms by which alternative audience positions are integrated into news content and to evaluate their impact on the media dialogue between the public and authorities. Thestudy employs content and visual analysis methodologies, as well as a quantitative assessment. Thefindings reveal that articles in regional publications, which are based on user comments, generate an ambiguous informational message. This enhances audience engagement but restricts the scope of influence. Anotable contrast between the textual and visual elements raised questions regarding the representativeness of images. Theresearch substantiates that the incorporation of alternative viewpoints enhances trust in the media and fosters public dialogue; however, for sustainable changes in discourse, more profound audience engagement is required.