Methodology: the key empirical method is semi-structured in-depth interview supplemented with ethnographical elements of observation (including photo-reporting).
Empirical base of research: state and regional levels official statistics, results of in-depth interviews and ethnographical observation from expenditions to Danaurovka (the Republic of Tatarstan) and Seredkino (Irkutsk region) in 2014 as well as to Ugory (Kostroma region) and Koksovyj (Rostov region), which took place in 2012-2013. Also the research team used the results content-analysis of social media posts regarding the Winter Olympic games in Sochi 2014 that were collected by computer program for social media analysis “Wobot” and the results of TNS top-100 Index, which gather the most popular movies among Russian audience from 2000 to 2013.
Results of research: Penetration of media innovation doesn’t have a significant influence on people’s values in rural areas. Ethnographic expeditions show that differences in “rural” media consumption can be seen in different aspects such as presence of media gadgets or practices of media content consumption as well as Internet content usage. These differences are determined by economic development of a region, peculiarities of fundamental basic values, types of farming and locality (e.g. agricultural or industrial character of a region). Nevertheless, these aspect can be crucial during the results interpretation, the nostalgia for the past and conservative values keep being constant. Moreover, the research shows the domination of tv-content and its huge influence on rural people’s consciousness.
The analysis of social media discourses around the Olympic games in Sochi 2014 improves that this sport event became a kind of reason for political competition with the USA. The antagonistic role of this country increased in the context of the Ukrainian crisis. All these political events were used by the citizens for glorification of Russia and its leaders.
The analysis of regional media markets shows despite of the claimed independence, regional media is still under the regional authorities control. The interaction between them moves from the model of direct financing to the model of information agreement and contest procedures that help the authorities to control the agenda. In other words, there 2 parallel markets – media are financed from the official resources and from advertising ones. That’s why the research group assumes that inequality in the development of media systems in regions can’t be explained only from the perspective of technological determinism because the structure and the functioning of regional media market is characterized by the influence of economic and political capital.