Media coverage of the activities in the field of culture and public resonance (on the material of the Republic of Mordovia)

Introduction. The relevance of the research lies in the study of the media coverage of cultural events of the national project “Culture”. The purpose of the research is to analyze the work of the mass media of the Republic of Mordovia to cover events related to the implementation of regional projects in the field of culture, and to study the public response to these events in order to improve them. Materials and Methods. Based on materials in regional mass media, including those in native languages and posted on social networks: a monitoring methodology was developed, including a summary table on information sources, quantitative and qualitative characteristics of events and responses to them; comparative and quantitative analysis of the activity of consumers (participants, readers, Internet users, etc.) was made and the quarterly dynamics of public interest in media materials was shown. Results. The prerequisites for successful media coverage of cultural events in epidemiological conditions, which are related to the speed of news release, easy navigation of electronic media versions, lack of strict moderation in social networks regarding users' comments, were found. The dependence of the population activity to cultural events on external circumstances related to the situation of complete lockdown and other restrictions was revealed. Recommendations to improve the coverage of the national project activities were proposed in order to attract a wider public audience to cultural events. Discussion and the Conclusion. The conducted research contributes to the formation of favorable conditions for effective communication between cultural institutions and society in order to enhance digitalization and intensify social and cultural potential. The theoretical significance of the work consists in the methodology of monitoring the materials of the regional media in order to: increase attendance of cultural events; motivate participation in volunteer work; expand opportunities for self-realization and development of talents; educate a socially responsible person on the basis of values, historical, national and cultural traditions of the peoples of the Russian Federation. The practical significance of the study consists in recommendations how to improve the communication process between organizers of activities of the national project “Culture” and the consumer audience, as well as to use the regional projects potential (including digital) to improve the quality of life in the region.