Vasiliev N.A., Dubrovin V.L. Changes in media consumption in modern Russia. Knowledge. Understanding. Ability. 2023. №. 3. pp. 107-129.

Текст статьи на сайте журнала URL: https://journals.mosgu.ru/zpu/article/view/1846/0 (дата обращения 10.11.2023)

Abstract

The article presents the main factors influencing changes in media consumption in the conditions of the current stage of information technology development and socio-cultural differentiation of Russian society. The authors consider the rapid development of the Internet and social networks, the change in the socio-demographic portrait of the modern consumer and the accelerated digitalization of traditional media to be the main factors of change. These factors have led to the emergence of stable and undoubted leaders in media consumption — the Internet and digital television, which by a large margin left behind all other media in various parameters, including classical indicators of coverage, frequency of coverage, duration of viewing, CPx (a set of parameters for evaluating the effectiveness of media campaigns). In fact, the leaders of media consumption have divided the media market and consumers among themselves, which leads to the division of the audience into two large clusters — the TV audience and the audience of the Internet and social networks. The article shows the main mechanisms of digitalization as the basis for the growth of digital socio—cultural and media communications, describes the main features of media consumption in the conditions of digitalization, but the main task of the article is to show the main trend of change in classical media consumption associated with the consumption of mass media communications and to identify the acute social, social and scientific-political need for a broad, systematic and prolonged study of all media consumption in the Russian Federation. The article uses data from Rosstat, data from leading research companies in the field of media measurements Mediascope, Ipsos, as well as data from All-Russian studies of the Institute of Sociology of the Federal Research Center of the Russian Academy of Sciences 2020, 2021 and 2022.