The Virality Effect in Contemporary Russian Media

With the development of access to the global network, the Internet has taken a special niche among the media. Today, we can state the fact of the birth of a new kind of media - online media, the medium of distribution of which has become social networks. Millions of people have begun to lose interest in the usual forms of information sources, reducing their use of traditional television products and preferring to watch TV programs on the Internet. These days, audiences are actively moving to social media, followed by electronic media. But in order for content to sell well, it needs to be "infected" with an information "virus" that the reader will spread to his friends and acquaintances in the Internet space. Traditionally this has been seen as the goal of SMM-technology, but from this also follows such a phenomenon as the "virality effect", the effectiveness of which is achieved through the choice of relevant topics and communication work of the presenter, in turn, affecting the subconscious choice of the audience.