RUSSIAN REGIONAL MULTIMEDIA JOURNALISM (THE CASE OF THE URAL REGION).

In Russia, the quality and quantity of multimedia components used in content production vary across the regions. According to Friedman's core-periphery model, these differences are caused by the discrepancies in regional development. The purpose of this study was to assess the quality and quantity of multimedia materials produced by the regional mass media in the Ural Federal District. In this paper, multimedia production is understood as content creation by using texts, photos, video and audio materials, graphics and hyperlinks. We developed a five-point scale for assessment of multimedia materials and analyzed the publications of eighteen media holdings operating within the Ural Federal District. We also conducted structured interviews with regional journalists. In total, we analyzed more than a thousand media texts produced in 2017 and the same number in 2018. It was found that in 2017, only 5% and in 2018, 7% of texts could qualify as multimedia products (each received 2-3 points out of 5). Interestingly enough, most multimedia texts were created by private media while state-owned and state-controlled media seemed reluctant to do so. According to our interviewees, the regional state media are more focused on delivering the 'message 'from the government to the people rather than developing new technologies in journalism. [ABSTRACT FROM AUTHOR]