Functioning of Tatar Journalism in Digital Environment

The main trend of mass media evolution in the world is the desire for creation of the information environment, primarily related to the latest occurrence of digital technologies. Today, Russian and Western journalism is on the eve of a transition to a new level. Over the past decades, all traditional mass media models have become digital. These changes contribute to the active development of “new mass media", that is, the acquisition of their increasing relevance in public life. This paper identifies features of the modern mass media space. The main features of the “new mass media”, its characteristics are described. The paper is devoted to the analysis of the development of new mass media in the Republic of Tatarstan. The main goal of the work is to identify the characteristics of promotion of Tatar-speaking mass media in the Internet environment in the context of the process of their multimediaization and the emergence of convergent editions, forecasting the future vector of development of national Tatar-speaking journalism. In the national information space, new mass media are becoming increasingly active and successful. They are gradually replacing traditional mass media resources. However, their promotion tactics can be applied to traditional mass media. This applies primarily to reformatting the same material for different social networks, primarily for multimedia. Thus, the need arises for the convergence of traditional journalism. The authors found that in the present conditions the most convergent publications among the Tatar-speaking mass media are Tatar-inform, Internet and Azatlyk Radiosy (Radio Liberty).