ИСТИНА

The paper discusses the monitoring update of online media – the most aggressively developing and fast-changing sector in the domain Ru (Russia). Compared to previous findings that were focused on quantity approach in the field of audience and consumption the coming report examines mostly the quality (content) issues of news broadcasting in Internet. The results of monitoring demonstrate different concepts and approaches that occurred during the last two years in the changing media landscape. The two years period of Internet media developments is too small to produce theoretical literature and glossary. The definitions used could be considered with skepticism from the academically point of view, anyway these new realities are actively discussed by online editors, journalists and media researchers by using this lexicon. Fields examined in this paper: include approaches in news coverage in different e-media editions, agenda-setting effects and specialties in news packaging. Three concepts of online news editions could be determined: “clone” (equivalent copy of a parent offline product), “hybrids” (modified online product supported by offline parent) and primary web-online. The last one are distinguished as a subject for more detailed approach. Web news editions appeared to become a new channel of social debates that demonstrate dramatic and tense examples of collisions of different agenda setting concepts. Agenda setting are discussed in the context of political issues in various media. The last field of discussion is concerned radical changes in the architecture of news packaging such as page layout, frame modules, the pyramid principle of news update, capabilities of different services (email, interactivity, hypertext, online marketing). The paper will conclude with a final question whether these new technological tools replace traditional approaches and create new situation that will change the former mechanisms of news consumption to “fast food” model?