Personal and Institutional Communication Strategies on Social Media

The emergence of social media has been a major factor in the transition to the “post-truth era”. Under the conditions of Web 2.0, institutional media with traditional newsrooms have been competing with “individual reporters”, leading to the term “citizen journalism”. Personal and institutional communication strategies play an important role in shaping social media discourse. The authors conducted a comparative analysis of these strategies regarding YouTube, Telegram and Vk.com.