The organization and development of society largely depend on the prevailing type of communication, which determines the speed of data exchange, the presence or absence of feedback channels, as well as the number of agents that can influence information flows. Information technologies have made it possible to translate the communication process into the Internet space. In this connection, the issue of the quality of the information provided through the means of mass communications becomes topical. With the growth of digital technologies and the active dissemination of the Internet, the volume of information consumed by society has increased many times. Being overloaded with information deprives a person of the opportunity to make an adequate picture of the world reality, to think rationally, to make optimal decisions, which in the conditions of increasing information flow can lead to escapism. Modern society is characterized by a decrease in interest in the activities of institutions and organizations of civil society. Of particular importance for online publications are new methods of providing information that reduce the anxiety of the audience of readers about new information. In addition, the Internet publications face certain economic tasks such as increasing the attractiveness of the publication as an advertising platform, increasing the audience, improving the quality of information content. In this regard, the concept of gamification is of great interest, allowing overcoming the gap between the proposed media content and the format of news distribution. The article provides a comparative assessment of traditional media and online publications. A portrait of the audience of Russian Internet publications is presented. The influence of gamification elements on attracting the audience to online publications is analyzed. The analysis of Internet publications is accompanied by case studies describing the use of the concept of gamification. On the basis of the analysis the conclusions about introducing various game elements to online publications are made.

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