The Problem of Adapting Regional Media Linguistics to Modern Communicative Conditions

New media linguistics examines not only the written language of the media, but also the media's speech. Media linguistics encompasses media speech experiments that analyze (1) the speech behavior of mass communication participants and (2) various areas, textures, and genres of media text. In this paper, it was tried to analyze the Internet portals and publics of regional media, with the help of which they adapt to modern communicative conditions. The sources are publications of the most popular title with the audience in the Republic of Mordovia, namely the newspaper "Stolitsa S", as well as its public page on the social network VKontakte. The authors carried out a content analysis of more than 500 media texts and a qualitative analysis of about 100 materials. As a result, characteristics were identified that allow increasing the number of subscribers and causing their activity, such as the expressiveness of materials, the use of various stylistic means and methods of attracting the audience's attention.