The Depressive Media Consumption (A Study of Television Preferences in Rural Areas)

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Ilya V. Kiriya

PhD in Philology, Professor, Head of the Media Department of the National Research University Higher School of Economics, Moscow, Russia

e-mail: ikiria@hse.ra
Anna A. Novikova

Doctor of Cultural Studies, Professor, Higher School of Economics, Moscow, Russia


Section: Sociology of Journalism

The article presents the results of a television consumption survey of rural residents. We prove that people choose the TV content that corresponds to their mindset. This is true to people of all ages and socio-cultural statutes. These views suggest that the villagers are in a state of social depression — they tend to become less sensitive and more alienated towards symbols, values and conventions of the present-day media. Thus we introduce the term «depressive media consumption» that refers to this rural viewing pattern.

Keywords: media consumption, television preferences, socio-cultural status, social depression