Geopolitics and digital communication with radio listeners. How has the interaction with the audience on social networks changed in recent years (using the example of Radio Dacha)

The media presence on social media was significantly limited due to the geopolitical events of 2022. Currently, Russian mass media have their pages mainly on two domestic social networks, "VKontakte" and "Odnoklassniki", instead of four, as it was before. In this regard, it is important to study modern media content strategies in new media and compare them with the methods of work in previous years. The federal radio station "Radio Dacha" was chosen as an example. It is one of the flagships of the "Krutoy Media" holding and is a typical producer of entertainment radio content in the Moscow FM band. And the model of its representation in social networks is typical for other Russian entertainment radio stations. The study was based on the calculation of the radio station's audience in available social networks for one month in 2020, 2022 and 2024. In addition, updates and reactions (likes, comments and reposts) of subscribers in new media were recorded, as well as publications on these Internet resources were highlighted and categorized. The empirical material obtained demonstrated that the editorial staff of "Radio Dacha" continued to actively maintain their pages on accessible social networks. At the same time, we believed that against the background of global "turbulence" and the "withdrawal" of half of social networks from the market, the development of mass media in new media would be carried out at a more active pace. However, the analysis made it possible to conclude that Russian entertainment radio stations continue to build communication with listeners according to the analog principle – from the broadcaster to the masses. At the same time, it is quite rare for the editors of radio stations to attempt to attract an online audience to the process of co-creation on the air.