How viral websites replace news media for Russia’s younger generation

Some of the Russian Internet’s biggest “entertainment websites” aren’t formally registered as media outlets, but for millions of young people they are trusted and beloved sources of news and information. Visitors populate these communities with their own “demotivators” and GIFs, often creating mashups and memes more popular than any articles or photo galleries published in the traditional media.

To learn more about this phenomenon, Meduza special correspondent Ilya Zhegulev spoke to the owners and representatives of three of Russia’s best established “entertainment” websites: Fishki.net, Ya Plakal, and Pikabu. They discussed managing businesses built on “entertainment posts,” turning a profit, and moderating “political” pictures. Also, for the first time ever, Maxim Khryashchev, the owner and founder of Pikabu, agreed to disclose his name to Meduza.