Personalization of content in regional media

This article examines the mechanisms of content personalization in regional media using the case study of the Tambov Oblast Government social media page. The authors investigate the interrelationships between territorial, linguistic, visual, and interactive elements of content strategy and the characteristics of the target audience. The methodology is based on the analysis of over 1,300 toponym mentions during a three-month period (August–October 2025) employing content analysis, linguistic, conceptual, and functional methods. The study demonstrates the effectiveness of the regional administration's strategy of regional personification through geographic references, local ethnonyms, regional symbols, and interactive tools. The content targets both the audience's emotional connection to the region and practical information about local services and programs. The research contributes to understanding communication processes in the digital era and can serve as a methodological foundation for developing content strategies for other regional administrations.