Categorical Framework for the Issue of Virtualization of Media Audience’s Social Activity. Defining Concepts

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Ilya V. Stechkin

PhD in Philology, Lecturer at the Chait of Sociology, Faculty of Journalism, Lomonosov Moscow State University, Moscow, Russia


Section: Sociology of Journalism

The author explores the behavior of active and passive media audiences under virtualization of social activity. The notion of webigration is first introduced in the article, and the dangers of virtualization of social activity are regarded. The author con­templates on the existing ones and suggests his own countermeasures to virtualization.

Keywords: virtualization of social activity, active/passive media audience, “webigration ”, primary/secondary reality