Subculture "Ravers" as an Audience for Brands in New Media: Values, Portrait, Media Consumption

The master's thesis is devoted to the study of the portrait of the Raver subculture as an audience for brands in new media: their values and specific media consumption. The problem of the study is to change the media consumption of the Raver subculture under the brands influence. The aim of this work was to clarify the factors influencing the effective brands communication with the Raver subculture in new media. In the theoretical part of the master's thesis the fundamental works and current research on the theory of subcultures, new media, media, audience, media consumption were analysed. In the research part of the master's thesis analysis of media reports on the materials of leading communities, content analysis of social network posts Vkontakte, discourse analysis of media texts, online survey, expert interviews were carried out. There was also a unique portrait of a representative of the Raver subculture created. The General conclusion of the master's thesis, that brands need to know that following fashion and expecting new media will solve all problems is a strong exaggeration in relation to the Ravers, who are still attached to offline communication. The influence of new media on effective brands communication with the representatives of the subculture of the Ravers depends on the following factors: a) positive: sharing the subcultures values, a desire for a personal success, self-reliance, hedonism, stimulation and universality values (Schwartz),a brand loyalty, a muscolino predominance discourse over a feminine, using of fictional characters, a mention of the artist, a lack of profanity, with a hint of a cigarettes discussion, drugs and other smoking mixtures and positive tone of the posts; b) negative: a bias towards introversion of the audience, a mention of the authorities and politics representatives in general and mention of religious norms.