Media Discourse as an Element of Communication Management Strategy

The article examines the peculiarities of the media discourse of the social network Vk.com and the instant messaging service Telegram. The authors consider the media discourse of politicized social media subpublics and channels as a factor that influences communication within the communities of these media. The methods used include discourse analysis of comments on the three key news stories of 2022 and LDA analysis of media discourse, which allow us to determine the criteria of group identity and the tendency to form monological or dialogical models of communication.