Contemporary media communication fundamentally reshapes the Russian information landscape: it strengthens the interactive dialogue between sender and audience while simultaneously intensifying the challenge of preserving cultural values within a digital environment marked by rapid content turnover and attention-driven market pressures. Aim. The aim of the study is to determine how the traditions of literary journalism and the evolving blogosphere jointly construct communicative practices and value orientations of Russian society under conditions of deepening digitalisation and market-driven media logic. Methodology. The research employs a systems-oriented and content-analytic approach to issues of Ogoniok magazine (1959–1991) in conjunction with a critical review of academic literature, thereby illuminating the historical evolution of media discourse and juxtaposing it with current online dynamics. Results. The study records the shift of literary periodicals from an educational model toward a tool of political agenda-setting; establishes that the strength of media impact correlates with the degree of channel interactivity; and demonstrates that network technologies amplify blogger tricksterism, accelerating the erosion of cultural codes and complicating processes of value identification. Scientific novelty. Historical manifestations of literary journalism are compared for the first time with user-generated media through the lens of communicative efficiency and ethical risk. Practical significance. The findings refine criteria for expert evaluation of bloggers’ behaviour and substantiate the need for regulatory safeguards of the national information space.
media communication, literary journalism, blogosphere, trickster, cultural memory, communicative practices
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