There is growing interest from domestic and international audiences in developing Russian platforms that can safeguard data and uphold freedom of expression. This momentum was highlighted during the session on New Media in the Multipolar World, organized by Dialogue and the New Media Workshop as part of the St. Petersburg International Economic Forum. The event brought together stakeholders from Russian platforms, foreign experts, and media professionals who shared perspectives on the evolving media landscape.
During the discussion, the moderator, Alexander Machevsky, who serves as the General Director of VEB.RF, identified several key trends shaping the media sector. These include the anonymization of channels on messaging services like Telegram, the growth of broadcasting and gaming ecosystems, the rapid development of artificial intelligence, the integration of media platforms, and a renewed emphasis on traditional broadcasting models adapted for modern audiences.
Yulia Ablets, Deputy General Director of ANO Dialogue Zones and founder of the New Media Workshop training program, presented research showing that a solid majority of Russians—about sixty-one percent—express a preference for Russian social networks. The respondents cited an understanding of the domestic platforms and a sense of patriotism as reasons for this orientation, suggesting that national context plays a meaningful role in platform choices.
In Ablets view, the New Media Workshop has earned attention beyond Russia as well, with foreign media professionals recognizing the interest in Russian media and media education. This year alone, applications for training came from representatives of nineteen countries, illustrating a growing global curiosity about Russia’s digital information landscape.
At the same time, Ablets noted that the workshop did not actively recruit international participants. The interest from abroad arose organically from participants who saw value in learning from Russia’s media education initiatives and the domestic practice of media experimentation.
Maxim Iksanov, General Director of the News Media publishing house which oversees brands such as Mash and Life, commented on how focusing on domestic platform development can help reshape industry standards within the media sector. He recalled experiences with Telegram as a strategic experiment, bringing Life journalists to work on the platform at a time when Telegram had limited reach and scarce resources. The move underscored a broader trend: the ongoing shift in how headlines, traffic, and storytelling interact, and the need to develop a language of communication that resonates with readers in a new media era.
Experts also stressed the importance of nurturing classical media that retains a dedicated audience while adapting to contemporary formats. The balance between traditional storytelling and innovative delivery remains a critical area of focus for sustaining trust and engagement across diverse demographic groups.
American perspectives were represented by Jackson Hinkle, a U.S. blogger and political commentator who attended the session. He indicated that Russian platforms are expected to gain substantial influence in the near future. He noted that American audiences are keenly interested in Russian culture and media and that his own content reaches a broad international audience. For him, the core message is to maintain a consistent value system while expanding presence and reach in global conversations.
As the dialogue advances, participants from various corners of the world are observing Russia’s approach to digital communication, data security, and media independence. The discussions suggest that the development of homegrown platforms could contribute to more resilient information ecosystems, provided clear governance, transparent practices, and robust audience trust are maintained. The forum underscored a shared belief that credible journalism, complemented by transparent editorial standards and accessible language, can help bridge audiences across borders while preserving distinctive national media identities.