Marfutina A.N., Ballod B.A., Koltsova E.A.

Ivanovo State Power Engineering University, Russia

Internet News as a Mechanism of Information Influence

The given article focuses on the issue of information influence in social media. The study is of considerable importance as it analyses the effectiveness of platforms of content distribution on the Internet. The aim of the undertaken study is to examine the most popular information channels.

To achieve this goal, the method of social media analysis is employed. This method allows studying social networks. The sources of the article are scientific publications in the field of social studies and Internet articles on mass social media analysis.

The growth of information in the modern world results in a new form of communication, mass communication in particular, which is typical of overcrowded and overpopulated urbanised areas. At the present stage, mass media has evolved from a simple means of searching, processing and transferring information into funds that control and transform the inner, spiritual world of a person. One of the possible resources of media information influence on masses is news. News can be spread through various channels of mass media like television, radio, press and the Internet.

Let us consider the process of information influence of media taking Ivteleradio state broadcasting company as an example. To implement mass information impact on the official website of Ivteleradio Internet company is used. Like any website ivteleradio.ru consists of 3 elements: content, design and advertising. News content website presents 3 kinds of information: videos and releases, live radio, text and graphic information.

To attract the audience to the website it is necessary to employ client-oriented approach and impact the target audience on the Internet. This is done through the dissemination of links to the portals on popular platforms.

Currently, the most effective way to distribute news content on the Internet is social media. Social media refers to any means of direct and public communication between people via the Internet. Social media networks comprise 82% of all Internet users in the world making it Number 1 activity on the Internet.

News content can be divided by subject. Each news topic has its own audience. For the effective implementation of targeted impact on the Internet, it is necessary to post news content on social media platforms, the audience of which corresponds to the subject of the claimed content. Therefore, it is necessary to build an image of the audience for each news topic and for each social media platform.

To implement effective information impact of Ivteleradio company, it is important to categorise users of social networks in the region. The study was conducted for 7 popular social networks: Vkontakte, Instagram, Facebook, Classmates, LiveJournal, My World and Twitter. The results of the study are presented in Table 1.

Table 1. Results of the study of social network users in the region

Social network	Distribution of social network users
	By sex, %		By age, %
	M	F	under18	18-24	25-34	35-44	45-54	Over 55
Vkontakte	49,7	50,3	18,8	25,2	34,5	10,8	5,34	5,24
Instagram	22,9	77,1
Facebook	42	58	0	6,1	35,3	32,6	16,8	9,3
Ok.ru	43,8	56,2	8,22	9,07	23,5	23,2	16,4	19,56
LiveJournal	55,9	43,1	5,1	37,2	35,8	14,8	7,1	0,1
Twitter	51,6	48,4

Thus, it is clear that the impact on a relatively young audience (18-34) should be carried out using social networks Vkontakte, Instagram, LiveJournal, on the middle-aged audience, which in most cases are businesspeople, using Facebook, and for older audience Ok.ru works better.

Let us now turn to detailed analysis of Ivteleradio company by applying the method of online social media monitoring services and consider a particular example. On Ivteleradio company website the event "Gas Explosion in Ivanovo" is chosen. As a result of the explosion, the house collapsed and several people died. This topic was definitely discussed on the Internet.

Currently, there are a large number of instrumental tools for analysing social media. Basically, all services are paid, but most provide free access to the demo-mode for a few days. In my opinion, the most effective "free" tool is IQBuzz.

IQBuzz is a social media monitoring and online media monitoring service. IQBuzz monitoring service processes information from more than 10,000 sources of online media, Facebook, Twitter, VKontakte, My World, Instagram, 4sq, LiveJournal, LiveInternet, Google+, YouTube, RuTube and many other sources. This service provides free access for 7 days.

The query is generated during the creation of a new column. An example of the form of creating a rubric is shown in Figure 1 (This online service is in Russian only).

Figure 1. The form of creating a rubric

IQBuzz has its own query language, which allows creating the most accurate search query. The collection of messages according to the query criteria is automatic. Most of the messages have been found on Vkontakte network, less on Twitter, My.Mail.ru.

As a result of collection and filtration, 523 unique messages have been found during the examined period 6/11/2016 – 10/11/2016 on 7 unique discussion platforms created by 387 authors. The peak of discussions was 192 reports1 on November 6, 2016 (the day of emergency). 448 messages (85.7%) are records on the social network, 54 (10.3%) – comments and 21 (4%) – microblogging. The total audience coverage was 6,309,505 people.

By way of conclusion, monitoring social media is the foundation that forms the required vision of the situation, allowing people in mass media to make the right decisions and develop effective communication with the audience. The future research could build an image of the audience for each news topic in the form of monitoring via social research methods.