Современные информационные технологии/ 1.Компьютерная
инженерия.
Bulatova
M.B.
Kostanay
State University named after A. Baitursynov, Kazakhstan
Assessment of the competitiveness of the regional web sites (regional
newspapers of Kostanay region as an example).
Speaking about competition between different types of
information, the easiest way to find out the distribution of forces is to
compare the materials which are located in various mass media. The comparative
analysis of the content of traditional and regional Internet media of
Kazakhstan was held in two different ways. The first was to determine the
degree of convergence, that is, the use of materials of one type of media by
other media. For this were selected popular media of Kostanay region in each of
four categories: newspapers, TV channels, radio stations, and Internet media.
The second method of comparative content analysis was intended to clarify the
content of traditional and Internet media to understand, whether they can
compete with each other in terms of the information volume which is transferred
during twenty-four hours. This was a key issue and so a content analysis was
conducted in two phases during two years, on April 21, 2011, 2012. This was
necessary in order to determine the tendency of measurement of the content of
traditional and Internet media. The methodology is based on the work of Dutch
scientists Richard van der Wurff and Edmund Lauf, who in 2004 published a
comparative analysis of the content of newspapers and news websites of 16
European countries. As analyzed media were added TV channels and radio
stations, which also belong to the traditional media. The results showed that
popular Kazakh radio stations don’t participate in the creation of their own
materials, the only exception is the radio «Алау» ("Alau"), which
uses newscasts of their journalists. However, even in the case of this radio
station, most of the material is a borrowing from other media. Very often radio
stations use materials which are located in the Internet as the source of
information. During the monitoring, it was not found that radio stations used
materials from the Internet, social networks or blogs. Generally, materials are
processed. Proofreading often aims to reduce the materials to fit within a 3-5
minute timekeeping format newscast most messages. Analysis of the dynamics of
the situation on the radio stations didn’t reveal significant changes over
time. Kazakh newspapers produce quite large amount of information. In addition,
each of the reviewed papers publishes about the same amount of materials and
significant difference in the amount wasn’t observed. Slightly behind others is
the newspaper «Костанай-АГРО» ("Kostanay -AGRO"), probably due to the
fact that it focuses on the rural agrarian sector. Large amount of information
is published by the regional electronic media, as they are mirror images of
their printed versions. There are no materials which are written for network
format on the sites, but now there are all prerequisites for creating a unique
content which will be in demand and will increase the number of visitors. As
shown by an analytical report LiveInternet which is submitted for the site
kstnews.kz the number of page which
were viewed in 2009 was 30.835, and in November 2011 this number increased to
231 , 612. Noticeably the number of visitors was increased from 3,828 to 25,066
people. Also the percentage and of women and men changed. If in 2009 the male
dominated the percentage of women users (50.2 %), in 2011, women accounted for
60.0 %. According to the data in February 2012, there were about 47.527
transitions from search engines to kstnews.kz site, and there were involved
different age groups. Average daily audience distribution in countries belongs
to Kazakhstan - 84.3 %, regions of Russia 5.4 and Germany - 2.2. This amount is
people who live or used to live in Kostanay region and in neighboring regions
of Russia (Kurgan, Chelyabinsk region). Regarding thematic preferences of users
of network, according to data of February, 2012, the greatest interest is in
medicine, health (41.3% %), home and family (29.6%) and on the third place are
such categories as phones, communication - 23 4%. According to this analysis we
can make a conclusion that the regional network media at this stage are not
serious competitors of traditional media, as they don’t create a unique content
for their network model, but according to the attendance they don’t concede to
the Republican sites. In this case, the electronic version of the newspaper
«Костанайские новости» (“Kostanay news”) in contrast to the traditional is more
appropriate to the registration and digital analysis. And this, in turn, plays
an important role in increasing in the number of readers, as Internet
technologies make it easy to keep composition and behavior of the audience and
automatically respond to its requests. Development of a clear understanding of
the target audience will allow regional Internet media to build communication
as efficiently as possible and increase the number of online users and readers
of traditional versions of newspapers.
List of References
1. A Content Analysis of Mobilizing Information in
Online and Print Newspapers. // Journalism and Communication Quarterly. -2006.
- № 83. - p.59.
2. Information portal «Alau» » - Rezhim dostupa:
http://alau.kz/ - svobodnyi.
3. Wikipedia [English The Free Encyclopedia] - Rezhim
dostupa: http://ru.wikipedia.org/wiki/LiveInternet.ru
- svobodnyi.