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­­­Media in new social, economical and technological reality

Priority areas of development: sociology
2014
Department: Laboratory of Media Research
The project has been carried out as part of the HSE Program of Fundamental Studies.

Goal of research: On the one hand, the project analyzes the peculiarities of the development of media in Russia within the transformation of economics, technologies and the content. On the other hand, it shows the conflict between these changes and fundamental media consumption models, daily practices, regulation models and established forms of the content. 

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.

Publications:


Кирия И. В., Новикова А. А. Депрессивное медиапотребление // В кн.: XIV Апрельская международная научная конференция по проблемам развития экономики и общества: в 4-х книгах. Книга 4 / Отв. ред.: Е. Г. Ясин. М. : Издательский дом НИУ ВШЭ, 2014. С. 317-337.
Новикова А. А. Идеология как развлечение: телевизионный этап проекта "Имя Россия" // В кн.: Пути развития постсоциалистического мира: междисциплинарный анализ / Науч. ред.: М. А. Пильгун. М. : Academia, 2014. С. 119-132.
Новикова А. А. Российская телеаудитория на пороге цифровизации: модель общества в зеркале федеральных новостей // В кн.: От центрального к цифровому: телевидение в России / Под общ. ред.: В. Струков, В. Зверева. Воронеж : Наука-Пресс, 2014. С. 142-173.
Novikova A., Chumakova V. Soviet Cinema as Seen by Russian Rural TV Viewers: Nostalgia and a Quest for Identity // Canadian Slavonic Papers. 2014
Dzyaloshinsky I. M., Pilgun M. A. Russian TV Content: Mode of "Reducing Selection" // Life Science Journal. 2014. Vol. 11. No. 7s. P. 279-282.
Лапина-Кратасюк Е. Г. "Интерактивный город": сетевое общество и публичные пространства мегаполиса // В кн.: Микроурбанизм. Город в деталях / Отв. ред.: О. Н. Запорожец, О. Е. Бредникова. М. : Новое литературное обозрение, 2014. Гл. 12. С. 300-315.
Качкаева А. Г., Кирия И. В., Давыдов С. Г., Новикова А. А. Освещение деятельности власти и оппозиции ведущими российскими телеканалами в период думских и президентских выборов 2011–2012 гг. // В кн.: XIV Апрельская международная научная конференция по проблемам развития экономики и общества: в 4-х книгах. Книга 4 / Отв. ред.: Е. Г. Ясин. М. : Издательский дом НИУ ВШЭ, 2014. С. 305-316.