The article discusses the genre-stylistic features of media texts in various genealogically different sports Telegram channels, based on their audience's perception. The study of the cognitive impact of media texts on the audience becomes relevant as media transition to a new communication platform. Before the emergence of online services as the next technological step that creates new qualitative opportunities for the development of the media sphere, there was no mass coexistence of channels of different origins on a single platform. Obviously, this is due to the unprecedentedly low "entry ticket" price into the mass media system on the new platform for all participants. The transition of media to the platform of online services has changed the communicative paradigm that had developed over a long history of mass media development. The communication of the broadcasting type has been replaced by a parity merger with engaging communication. The change in the media's communicative model occurs through the redistribution of the use of communication technologies to achieve impact on the audience. The goal of this article was to determine the genre preferences and the degree of approval of media texts by the audience in different genealogically distinct sports Telegram channels. Media that evolved into Telegram from social networks are considered as social (2DROTS) and compared with online media (Match TV). These are media that transitioned to Telegram from other platforms. The interest in the media text was assessed based on engagement (the ratio of reactions to the post to the number of its views). The degree of approval of the post was assessed based on the number of emojis from subscribers. It was shown that informational posts (news and comments) are priorities for the audience of both channels. The novelty of the work lies in the fact that, based on indirect assessments of media text approval, it was demonstrated that social media is associated with a higher likelihood of positive reactions to proposed media texts compared to online media. Moreover, this observation is valid for all genres. Social media appears to be more inventive in realizing the advantages of oral discourse: an abundance of colloquial speech, clichs, and slang. While online media maintains distance from the audience, social media consistently breaks it down and finds greater support from the audience. A larger number of positive responses to posts in social media indicates that the audience prefers texts of informal and dialogical styles.
Daria Georgievna Krylova (2026) studied this question.