The Role of Media in the Cultural Identities Formation in Russia, 2010-2015 (Based on Materials of Federal TV)

THE ROLE OF MEDIA IN THE CULTURAL IDENTITIES FORMATION IN RUSSIA, 2010-2015 (BASED ON MATERIALS OF FEDERAL TV) The purpose of this work is to characterize the potential of media in the formation of cultural identities in Russia (on examples of the federal TV channels content). The aim of the study led to the formulation of the following tasks: Systematization of existing theoretical approaches to the issue of cultural identity in the scientific literature; Defining the set of analyzed TV shows using TNS ratings and making a selection; To deploy a matrix for content analysis; Carry out a comparative analysis of TV programs; To interpret obtained results: to evaluate scenarios. A set of problems and the need for an interdisciplinary examination of the study of the subject demanded the following methods: cultural analysis, classification, typology, qualitative and quantitative content analysis, comparative analysis. During the research the hypothesis, which claims that is the Russian television series, produced in 2010-2015, cultural identity of characters is mixed, is open, has unfinished look, was fully confirmed. Characters really are carriers of the mixed types of identity (Russian with elements of European, Russian-American, multicultural). Binarity of Russian cultural identity lies in the fact that within a single character opposite traits can be combined: (desire for discipline - anarchism, rebelliousness, a desire to lead, to make a decision - the desire to get rid of the responsibility, sacrifice, generosity - and the envy of others.). Recognizing the role played by the media in the formation of cultural identity in Russia, it is possible to change the approach to the creation of the image media hero, to shoot not only popular, but also useful for audience TV shows, movies, films, and other media products, the rating of which will not fall with every new season.