THE STRUCTURE OF THE INTERNATIONAL AGENDA IN “THE GUARDIAN”

Abstract

It is believed that in the near future the media market will switch to sales according to the “long train” theory, that is, selling content at the level of a separate article, video or audio material instead of the newspaper’s number. Traditional media faced a crisis in the first decade of the 21st century. The reason for it is the development of digital communication channels and the global economic crisis. Like most media markets, the UK media market has experienced digitalization since the late 1990s. Despite global changes in the media market, national characteristics related to media consumption remained unchanged. Since in the framework of this work the researchers consider “The Guardian”, it is important to consider in the future exclusively the newspaper media market in Britain, focusing on national quality publications. Global changes in the media market did not entail significant changes at the national newspaper market level. Undoubtedly, an increasing part of the UK media market is conquered by electronic media that transmit information through cable connections. Despite this, the British newspaper market holds the bar high.