Goal of Research
The authors made the second (following on from 2012) ethnographic survey of new media consumption in a rural area (Rostov region, village Koksovy) and compared the results with last year's. They also analyzed the peculiarity of the political public sphere and configuration of forces within it as they are represented by television and studied geographical issues of organisation of media on the territory of half the Russian regions (so, the sampling of regions has been enlarged).
Empirical base of research
The empirical base of the research represents data from 59 in-depth semi-structured interviews and some other materials pertaining to them (questionnaires about "make up of household", observations results etc.,) collected in Koksovy - a village in the Rostov region in 2013. It also uses data from about 30 in-depth interviews collected during the 2012 survey in the village of Ugory in Kostroma region and a database of content-analysis of public-political and news broadcasts on three state-run television channels during the presidential and parliamentary election campaigns of 2011 and 2012 (in total about 3000 items). This research also uses open data from the Institute of Social Policy and State Committee of Statistics.
Results of research
The main results obtained show evidence of different cultures of media consumption in the countryside, dependent not only from general 'countryside culture' but from peculiarities of different villages. These are based on different cultures in village settlements, variations in everyday life, climate and another local peculiarities. Moreover results show the problem of consensus and dissensus in television discourse in news and politics, highlighting the problem of dividing social groups and reducing political debate to 'them and us'. The results of the third part of the report show that the development of certain elements of the information society and new media depends more on geography than on the socio-economic characteristics of a region.
Level of implementation, recommendations on implementation or outcomes of the implementation of Results
The results of this research could be used for establishing public policies for media development in rural areas and local media within narrow cultural territorial groups and for modeling regional media development.
Field of application
In scientific organizations as basis for more in-depth research, in higher education to implement and realize courses on the media and political systems, regional media and media management. It also could be used in public policy to regulate the media industry.