SETTERS Media logo || from brand’s website
[INTRODUCTION]
Setters Media is an online publication launched in 2023 by the founders of the Setters marketing and advertising agency of the same name, Alexandra Zharkova and Evgeny Davydov. At launch, the editorial staff used the agency’s existing social media accounts, renaming them
POSITIONING
The brand’s slogan is «An edition for those who agree on the future.»
The editors emphasize that this is not a corporate or brand media, but an independent media outlet. The key thematic blocks are «Business», «Techno», «Trends» and «Meanings».The main principle of the content on the site is less is more (verified, meaningful content)
Screenshot of SETTERS website’s header
An important legal and status nuance: Setters Media is positioned as an independent media outlet, rather than a corporate or brand media agency Setters. This is a separate business that has its own sources of income and editorial policy.
At the launch, the project attracted 10 million rubles of investment from the venture capital company Reca Ventures
TARGET AUDIENCE: According to the page for advertisers, the core audience is professionals aged 25-34 (53.1%).
GENDER COMPOSITION: 62% women / 38% men.
GEOGRAPHY: 30% — Moscow and the region, 30% — regions, 12% — St. Petersburg.
INTERESTS: business, education, technology, science, culture
Audience description || from brand’s website
Setters Media positions itself as a social-first publication, which means the priority of social networks, but at the same time the flagship site is the website where the mission of the publication accumulates.
THE MAIN BRAND PLATFORMS:
[Website] setters.media Publishes «long slow content» (longrides) on four topics. Emphasis on «meaningful reading» and quality journalism. The principle of less is more is verified, not overloaded content.
[Telegram channels] @setters The main channel of communication with the audience, where large materials are published.
@SM only news A separate news channel created within the framework of the concept of «pure content».
@A-Teams A career hub with vacancies in creative industries, digital and ed-tech.
[Instagram]* It is used as a channel to attract an audience to Telegram: Links are placed in stories, which gives a regular influx of subscribers.
*Meta has been designated as extremist organizations and prohibited in the Russian Federation.
Important note: According to the data from the Setters Media promotion case, Instagram is a working channel for attracting target audience, although the platform belongs to Meta, which is recognized as extremist and banned in the territory of the Russian Federation.
PR STRATEGIES:
Expert presentations Participation of Editor-in-Chief Janelle Kuandykova in scientific seminars at the Faculty of Journalism of Moscow State University (March 2025).
Community management Creating a community around the topic of leadership through the exchange of knowledge and vacancies.
Ways to promote the Telegram channel
• Attracting an audience from Instagram (up to 1,000 people per announcement). • Advertising from influencers (Zhenya Davydov, Sasha Zharkova, Alina Chichina brought more than 3,000 people). • Collaborations with other channels (joint material with the @goodmorningkarl channel gave +1100 subscribers). • Creating content with viral potential (flashcards, jokes, «situational»).
Photos from Demo Day Business Breakfast || from SETTERS Telegram Channel
•Offline communications Demo Day Business Breakfasts Setters Media is also developing an offline direction. In November 2024, the Multimedia Art Museum hosted the second Demo Day 2.0 business breakfast.
Monetization The main revenue comes from special projects and advertising integrations, including the monetization of social networks
Photo from Demo Day Business Breakfast || from SETTERS Telegram Channel
[THEORETICAL FRAMEWORK]
Theory 1: Uses & Gratifications Theory (U&G)
The Uses & Gratifications Theory, developed in the 1970s by Elihu Katz and his colleagues, asserts that media audiences are active rather than passive consumers.
The key principles are: • Audience activity Users actively choose media to satisfy their specific needs • Goal-orientation Each media encounter serves a particular purpose • Media competition Different platforms compete for audience attention • Informed choice Users understand which channel best fulfills which need
The theory identifies several categories of needs that audiences seek to satisfy through media consumption:
• Cognitive needs Acquiring information, knowledge, and understanding • Affective needs Emotional experiences, pleasure, entertainment • Social integrative needs Belonging, connection with others, social identity • Personal integrative needs Credibility, status, self-confidence • Tension-release needs Escape, relaxation, emotional relief
Theory 2: Dialogic Theory
Dialogic communication theory, developed in the works of Martin Buber and later adapted for public relations and media communications, asserts that effective communication is built on the principles of dialogue, not monologue.
Key principles of dialogic communication:
• Reciprocity Communication flows in both directions (not one-way broadcasting) • Openness Willingness to receive and respond to feedback • Empathy Understanding the other party’s position and perspective • Authenticity Sincerity, genuineness, and human voice in communication
When applied to media and brands, dialogic communication means moving from «broadcasting» to genuine conversation with the audience. Organizations that practice dialogic communication treat their audiences as participants and partners, not just recipients of messages.
[ANALYSIS]
From the perspective of Uses and Gratifications Theory, audiences actively choose media based on the needs that a particular medium can satisfy. An analysis of SETTERS Media’s content demonstrates that the outlet fulfills several important audience needs simultaneously.
First and foremost, SETTERS Media satisfies the need for information and knowledge acquisition.
The platform provides content on cultural events, social phenomena, technological developments, and contemporary trends. Articles are often accompanied by infographics, data visualizations, and analytical elements. A key characteristic of SETTERS Media is that it goes beyond simply reporting the news, offering analyses of current issues, explanations of social processes, and insights into causal relationships between events. As a result, users receive both facts and tools for understanding them.
Telegram and Instagram* are the primary platforms for distributing news and real-time content, providing the predominantly young audience with quick and convenient access to relevant updates.
*Meta has been designated as extremist organizations and prohibited in the Russian Federation.
SETTERS Media posts || Screenshots from brand’s channels
In addition, SETTERS Media contributes to the development of audience members’ personal identity.
Much of its content focuses on future trends, the growth of creative industries, and transformations in culture, technology, and society, helping readers reflect on their views, values, and place in the modern world. This function is especially evident on the publication’s website, where long-form analytical articles and commentaries are regularly published. The long-read format enables deeper engagement with topics, knowledge acquisition, and the development of personal perspectives.
Consequently, SETTERS Media serves not only an informational but also an educational purpose, fostering self-awareness and personal development.
SETTERS Media articles || Screenshots from brand’s website
Another important need satisfied by the outlet is social integration and participation in public discussion.
Following the publication of content on socially significant topics, the editorial team frequently conducts polls, collects audience reactions, and invites subscribers to share their opinions. This enables users not only to consume content but also to become active participants in discussions of current issues. Audience members can compare their own views with those of others and experience a sense of involvement in broader social dialogue.
Comments under the SETTERS Media posts in Telegram || Screenshots from brand’s channel
Finally, SETTERS Media fulfills the audience’s need for entertainment.
Although many of its publications address serious topics, the outlet regularly incorporates humor, irony, and elements of internet culture into its communication. In most cases, these humorous elements are intellectual in nature and are organically integrated into articles; however, the editorial team also creates original memes and adapts popular internet memes for social media publications.
Such content makes interaction with the media outlet more engaging and emotionally appealing, allowing audiences not only to acquire information but also to experience positive emotions during the process of media consumption.
SETTERS Media posts || Screenshots from brand’s channel
Thus, through the lens of Uses and Gratifications Theory, it can be concluded that SETTERS Media successfully satisfies several key audience needs simultaneously: the need for information, self-development, personal identity formation, social interaction, and entertainment.
The combination of these functions contributes to sustained audience interest in the outlet’s content and supports the development of a loyal readership. This version already reads as a coherent section of a term paper or research study, effectively linking specific features of SETTERS Media to the core categories of Uses and Gratifications Theory.
SETTERS Media post || Screenshot from brand’s channel
From the perspective of Dialogic Theory, SETTERS Media actively employs two-way communication and seeks to maintain an ongoing dialogue with its audience. Unlike traditional media that function primarily as sources of information, SETTERS Media regularly engages followers in discussions and demonstrates a willingness to interact with users.
This dialogic approach is evident in the active use of comments and reactions on social media platforms.
Following content publication, the editorial team encourages audiences to express opinions, share experiences, and participate in discussions. In the outlet’s Telegram chat, editors respond to subscribers’ messages, engage in conversations, and continue discussions initiated by audience members.
Similar practices can be observed on Instagram*, where the editorial team responds to comments, thanks users for their support, and reacts to individual remarks. These interactions help foster a sense of community and strengthen audience engagement.
Comments under the SETTERS Media posts in Telegram || Screenshots from brand’s channel
This dialogic approach is evident in the use of comments and reactions on Telegram and Instagram*. After publication, the editorial team encourages users to share opinions and participate in discussions. Editors respond to messages, continue conversations, and engage with audience members, which helps create a sense of community and involvement.
The communication style is generally friendly and informal, strengthening the connection between the media outlet and its audience. However, the dialogic model is not fully implemented. Analysis shows that SETTERS Media responds more often to positive or neutral comments, while critical feedback receives less attention. This makes communication somewhat selective and focused mainly on supportive interactions.
*Meta has been designated as extremist organizations and prohibited in the Russian Federation.
Comments under the SETTERS Media posts || Screenshots from brand’s channel
Thus, SETTERS Media largely follows the principles of Dialogic communication by encouraging participation, supporting discussions, and fostering community engagement, but selective interaction limits its full dialogic potential.
[CONCLUSION]
Based on the analysis through the lenses of Uses and Gratifications Theory and Dialogic Theory, SETTERS Media’s communication strategy is effective.
The outlet successfully combines informational, educational, and entertainment functions while also fostering an active community around its brand. Through its analytical content and contemporary content formats, SETTERS Media satisfies the core needs of its audience and maintains a high level of user engagement.
Nevertheless, there is room for improvement in its communication practices. First, the editorial team could engage more frequently with critical comments. Even brief responses that clarify the outlet’s position or express appreciation for feedback would demonstrate openness to dialogue and help strengthen audience trust.
Picture from SETTERS Media channel in Telegram
In addition, SETTERS Media could involve subscribers more actively in the content creation process. For example, the outlet could introduce regular audience Q&A segments, publish selected reader comments alongside analytical articles, or allow followers to vote on topics for future in-depth analyses. Such initiatives would give users a greater sense of influence over the content and strengthen their connection to the brand.
Another potentially valuable initiative would be the organization of regular Q&A sessions with editors and content creators on Telegram or Instagram*. This format would allow audiences to gain a better understanding of editorial processes, ask questions directly, and reinforce the perception of SETTERS Media as an open and accessible media organization.
Overall, SETTERS Media demonstrates a high level of audience engagement and possesses significant potential for the further development of dialogic communication with its audience.
SETTERS MEDIA website: https://www.setters.media/
SETTERS MEDIA Telegram Channel: https://t.me/setters
