The Patterns of Structuring Media Consumption in the Modern Information Environment

Author: Nazarov M.M.

Communicology. 2019. Vol.7. No.2
Nazarov Mikhail Mikhailovich, leading researcher at the Institute of social and political studies of the Russian Academy of Sciences, Professor at HSE.

Abstract. Distinctive feature of the modern media environment is its fragmentation. The work contributes to the current debate on whether there is a growing “dispersion” of the audience by an increasing number of small media channels or in the current environment continue to operate patterns of structuring media consumption, which were inherent in the media space in the “pre-digital” era? The theoretical and applied basis of the work is the concept of double losses (double-jeopardy) in the media market. It is argued that the phenomenon of mass media popularity is rooted in the nature of information behavior of individuals. With regard to the Russian situation, it was revealed that for TV channels with high coverage rates, there is a great loyalty of the audience. Channels with small penetration (coverage) lose to big players also in terms of the loyalty of their viewers. It is concluded that in the framework of competition in the media market for the audience, the strategy of mass coverage is more preferable.

Keywords: media environment, media space, media popularity, information environment, media consumption

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For citation: Nazarov M.M. Patterns of Sstructuring Media Consumption in the Modern Information Environment. Communicology (Russia). 2019. Vol. 7. No.2. Р. 98–108. DOI 10.21453/2311-3065-2019-7-2-98-108.

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