The main approaches to the definition of the “immersive journalism” phenomenon is considered and its working definition is derived. This working definition incorporates both traditional and newest approaches to the structure-forming, technological and functional factors of the production of VR-content. There are the levels of immersion into the story are analyzed on the example of video–360 ° scenes (posted on the official YouTube channel of t The New York Times) in this study. The factors influencing the formation of the system of user preferences are studied. The results of vidIQ analysis of five the most popular immersive scenes are compared and presented. It tried to measure the presence in the virtual environment by the of the Witmer-Singer’s method. The study also used the methodology of actor-network theory and the approaches of Maria-Laure Ryan. The object of study are the most popular vidIQ assessment immersive video of “The New York Times” (2015–2017): “Walking New York”, “The Atomic Bombing of Hiroshima”, “The Fight for Falluja”, “Seeking Pluto's Frigid Heart” and “The Displaced” as the one of the most resonant immersive publications. In this empirical material, the components of the VR effect are highlighted: presence, involvement, immersion. Each of the components is built up by the functioning of a few factors from the Witmer-Singer model. It’s determined that the components of the VR effect are not equivalent. The basis of the immersive narration is the effect of presence, supported either by immersion in the storu, or by involvement into the environment. The results indicate that it’s quite difficult to consider the whole complex of factors in the production of journalistic materials. In full, they work in making and consuming of not immersive, but VR-content. For the media, the VR technology is not yet a priority, and therefore they prefer to create a presence effect through the possibilities of influencing the algorithm of narrative deployment and the realism presented environment.

Copywriting is a relatively young text-making industry, which is becoming important with the development of the Global Network. Despite the great popularity and high economic efficiency, it has not acquired the systemic scientific coverage. Meanwhile, the scientific approach, the development of a proper conceptual apparatus, weighty methodological recommendations and generalizations are of necessity.Based on the existing scientific discourse, practical experience of copywriters, numerous texts presented in blogs of reputable content studios and advertising agencies, the authors come to a definite opinion and the concrete conclusions, stated in this paper.Modern media practice is inextricably linked with the content creation and SEO promotion. Journalists, PR-specialists, ordinary owners of online resources are daily faced with the problem of filling sites, their optimization for search engines and promotion. The Ukrainian and Russian segments of the Internet are filled with resources, the content of which duplicates each other, because it created using copy-paste technology. This situation contradicts the current legislation of Ukraine, violates ethical standards and reduces the effectiveness of online texts. The development of a comprehensive scientific and methodological framework will reduce the negative situation and will be useful for practicing copywriters. The activity should go beyond the limits of purely practical activities and acquire its scientific understanding.It uses the separation of the process of creating content for copywriting, rewriting, scanning, translation from other languages, copy-paste, synonymizing. According to the authors, such an approach is optimal for the current state of this activity. From the presented list, attention is focused on copywriting as the most promising technology for creating texts for websites. All types of copywriting available in UA and Runet (image, SEO, LSI-copywriting, SMM and writing texts that sell) are analyzed, and the main requirements for each of them are highlighted.

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