The study addresses the explanation of the role of internet social networks and digital platforms through the lens of contemporary media logic and the four key elements of social media logic — programmability, popularity, connectivity, and datafication — in the process of establishing the new native digital media outlet N1 Slovenia. Through its theoretical framework, the study examines the development of media logic, online media logic, and social media logic, each of which influences the manner of communication and information transmission from the media to users in its own way. The contextual background presents the operation of N1 Slovenia, which serves as a foundation for a better understanding of the empirical part of the research. The study employed a qualitative method of semi-structured interviews with journalists and editors of N1 Slovenia who were employed at the media outlet from its inception. The empirical part of the study explores the findings through the lens of the four principles of social media logic. The research demonstrated that these principles already played a significant role at the media outlet’s founding, as the employees were well-acquainted with the functioning of internet social networks, which they used as distribution channels for sharing journalistic content, acquiring an audience, and building the N1 Slovenia brand’s visibility. It was also found that, despite being a modern media outlet — that to some extent adapts to the rules and guidelines of internet social networks — it still pursues and adheres to journalistic standards and norms once established by traditional mass media.
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