THE FUNCTIONING OF THE INTERNET MEDIA IN THE RUSSIAN MEDIA SPACE

Internet media occupy a leading place in the modern media system. This type of media is characterized by a number of advantages: efficiency, economy, usability. On the one hand, they embody the advantages of traditional media, but multimedia and interactive technologies provide new opportunities for information exchange, and audience expansion. The tendencies of the Internet publication Islam-Today.ru ("Islam Today") development, which is the federal information and analytical portal opened five years ago and now is one popular and authoritative religious-oriented news sites of the country, are considered. The estimation of functional, technological, and creative components in portal activity is given. Attention is drawn to the peculiarities on the implementation by the periodical of a number of media functions: direct organizational, culturological, advertising and reference, and recreational. There are given the recommendations for improving information exchange, and increasing the effectiveness of working with its audience