The master's thesis examines the impact of the technological features of the internet on traditional genre structures in online media and the linguistic choices within them. The study analyzes how journalistic texts on the web differ from classical forms of journalistic writing, considering the influence of multimedia and interactive elements as well as user participation. The focus is on the hybridization of journalistic genres and the question of how journalists understand and apply traditional genre structures along with genre-forming and stylistic elements. The research is structured into three main parts. The theoretical framework includes a literature review on online journalism, with a particular emphasis on the development of new genres and linguistic strategies. It also addresses the challenges of contemporary online journalism, including the impact of social media and the direct interaction of readers with journalistic content. In the empirical section, a genre and textual analysis is conducted on one week's worth of content produced by the online media 24ur.com and Siol.net, the two most influential Slovenian digital news platforms. Using a multimodal approach, the study examines the impact of linguistic, visual, and interactive components on genre structures and conducts in-depth interviews with journalists from both media organizations. Based on the collected data, the final section interprets the results in the context of the theoretical framework and evaluates how traditional journalistic practices are evolving under the influence of the digital environment. The study contributes to a deeper understanding of modern journalistic genres and their development within the online media landscape.
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