Genre-thematic and structural-compositional aspects of information cards in Russian media

This article examines the specificity of information cards in the Russian media space. The relevance of the study stems from the dominant position of this format in modern online media, where it is used to effectively attract audience attention in conditions of information overload. The aim of the work is a comprehensive analysis of the genre-thematic and structural-compositional features of information cards in the practice of Russian mass media. The methodology includes content analysis of 240 sets of cards from Telegram channels of eight leading Russian media outlets. The study revealed a significant evolution of the format: while genetically cards are associated with explanatory journalism and the Q&A genre, empirical data indicates a substantial expansion of functional boundaries. Modern cards are used for explanatory materials, news, practical advice, biographical essays, recipes, historical references, compilations, advertising materials, and entertainment content. Structural analysis revealed a stable core of the format: conciseness of text (20-60 words), visual richness, branding, and sequential narrative logic. The main conclusion is that information cards have transformed from a narrow specialized tool of explanatory journalism into a universal multifunctional format of digital journalism, capable of adapting to a wide range of editorial tasks.