THE RELATIONSHIP BETWEEN TRADITIONAL AND NEW MEDIA TEXTS AS PART OF A FUNDAMENTAL TRANSFORMATION OF DATA TRANSMISSION METHODS

Abstract

The article examines the relationship between traditional and new media texts in the context of digitalization and the development of multiplatform media communication. The relevance of the study is determined by changes in the production, distribution, and perception of media content, whereby the same news event may acquire different forms of presentation depending on the characteristics of a particular digital platform. The aim of the study is to identify the main features of the transformation of traditional media texts in the digital environment and to determine how these changes are related to the parameters of the author’s media integration model. The empirical material consists of publications from 10 regional media outlets in the Russian Federation, including five online media outlets, three television editorial offices, and two newspapers. The sample includes both state-owned and private media organizations. The analysis covers materials published between 2022 and 2025 on the official websites of the selected media outlets, VKontakte, and Telegram. The study is based on an original four-parameter media integration model comprising content management centralization, multiplatform communication, linguistic and cultural adaptation of media texts, and the type of business model. The philological analysis focused on thematic dominants, lexical features, headline structures, syntactic and compositional organization, and discourse strategies. In addition, different representations of the same news event across digital platforms were compared. The results show that the transition of a media text from one platform to another is accompanied by changes in its length, composition, headline structure, lexical organization, and forms of audience interaction. The expanded structure typical of website publications is transformed on social networks and messaging platforms into a more compact format in which short headlines, visual components, and emotionally marked elements become more prominent. Differences were also identified in the discourse strategies of state-owned and private media outlets. The findings make it possible to interpret the new media text as the result of structural, linguistic, and discursive adaptation of the original informational material to the communicative conditions of a particular digital platform. Thus, the relationship between traditional and new media texts is manifested through their transformation and continuity rather than through the mechanical replacement of one form by another.