Interaction between the Media Content and the Everyday Culture of Rural Settlements of the South of Russia: the Problem of New Time and Space

Resting upon the empirical research conducted in 2013 in the Rostov Region, the article seeks to explore the mutual influence of the real space and time and the media time and space. The author raises the issue of changes in the people’s attitude to space and time under the conditions of modern media practices’ development. The media reality forms another time and another space. In the system of rural life, this factor is superimposed on the large-scale processes of the urban and rural cultures’ diffusion. Characteristics of the rural residents’ everyday life have an impact on the existing system of media consumption, which adopts the technological part of the innovations, but as to the content’s evaluation - it gives a clear priority to the images of the past. Dominance of categories of the media reality is reflected in the everyday life of the respondents, emphasizes the media content, and influences the formation of the attitude towards the content.

media, media practices, space, time, television, the Internet, rural life

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