Expert Media Content: Creation and Use in Modern Media

Expert media content in the face of uncertainty and instability is becoming more and more in demand: we are talking about the mutual interest of journalists and the audience in obtaining better and more professional content, at the same time accessible for understanding and perception without special train-ing. An important factor stimulating active interaction of journalists and experts was a significant decrease in the level of citizens' trust in the media in the face of information overload and rapid spread of fake news. The relevance of this article is due to the widespread practice of the media to attract experts, and its research task is to describe the options for obtaining and using expert media content and, based on the criterion for its use, to propose a typology of modern media projects. We used the following methods: 1. content analysis of media with an audience of more than half a million; 2. expert interviews of professional journalists and editors of mass media. The interviewees were selected based on the principle of having five years of experience and professional education, involvement in the news agenda (7 in total); 3. experiment and self-reflection of expert activity in the media (mainly on a digital platform Pressfeed.ru) the authors of the article. The study found: 1. Expert media content is socially significant content that is in demand by the target audience of the media resource, has an educational focus, received by the media from a specialist in a narrow field of knowledge. 2. The need for socio-political media to receive expert comments in the shortest possible time while maintaining the high quality of content actualizes the use of specialized digital platforms such as Pressfeed.ru. 3. The media are characterized by a differ-ence in the place in them of expert content related to their specifics; Information -centric people use expert commentary as an addition to journalistic content to reflect the current socio-political agenda. Expert-centric build the entire media project on expert content - these are educational projects, resources of useful advice and media professional communities. The scientific discussion concern ing the problem of expert knowledge in the media points to the transformation of the roles of the journalist/editor and the audience and the inclusion of artificial intelligence in the media sphere.