Digital platforms as a tool for transforming mass media communication strategy

Approaches to the use of digital platforms by public organs and federal agencies (such as FAS), on the one hand, and sports media (exemplified by “championat.ru”), on the other, are compared in the paper. Using digital platforms (Vkontakte, Odnoklassniki, Twitter, Facebook) by the government authorities enables to close the gap in communication and to bounce over to a dialogue with the audience that ensures feedback in communication. Granting fast step-by-step access to the reference documents determines their extensive use by wide audience, and allows for discussing issues on legislation and lawmaking in the media discourse. Digital instruments affect the transformation of the genres of sports journalism; forms of presentation of the material through emphasizing a visual component are changed; and multifunctionality of sports media texts is manifested in the integration of various genres.