The title of the submission is derived from the name of the experimental on-line news portal where ‘slon’ means ‘elephant’ in Russian. The portal was launched in 2009 by Leonid Bershidsky, one of the key Russian media managers. It is one of the early media outlets that are created by journalists remotely, ‘in the virtual office’. Roman Dobrokhotov, journalist and also political activist, discusses Russian media scene, Russian internet news and innovative principles of news production on He elaborates on what it is like to be a journalists and a political activist in Russia, and comments on censorship, blogging and Vladimir Putin.

Language of contribution: Russian

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