Portraying Russia in Lithuanian internet media: the supply and demand side
ENBased on the representation of Russia in the leading Lithuanian online media outlet, the article attempts to examine the structure of news demand. The images and main narratives of Russia constructed by the media are relatively easy to identify and analyse through quantitative and qualitative content analysis. Nevertheless, an even more important part of the reception or the demand side of the news content is more difficult to assess. Audience interest can be measured by examining the attributes of articles of greatest interest and endorsement. Article share statistics is utilized as an indicator of the interest of active readers. Comparing the selected characteristics of the most shared articles with the control group of the mainstream articles, the article investigates the difference between the thematic frames, sentiment and length of the pieces. The results demonstrate that audience demand attributes differ from the general supply of media texts. Readers tend to endorse less intellectually demanding texts. Trivia and non-political texts are shared more often by the audience than deeper analytical texts. Keywords: Russia, communication, audience research, corpus analysis, framing. [From the publication]
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