мультимедийность

The modern era of globalization and digitalization has led to significant changes in the fi eld of mass communications, where media integration is becoming a key factor in creating effective communication processes. The rapid development of digital technologies and the expansion of communication channels have a significant impact on the transformation of classical interaction models, requiring media organizations, public and private structures to adapt to the new media environment.

The article presents the results of a comparative content analysis of interviews in online newspapers Business online and Intertat.ru in the Russian and Tatar languages in the period from 1 June, 2012 to 1 January, 2014. Units of analysis and calculation are the subject-matter, layout, journalist’s stylistic devices, as well as the use of the original online media properties. 160 interviews have been analyzed.