Audience Needs for the Internet and Traditional Media

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Galina G. Shchepilova

Doctor of Philology, Professor at the Chair of Media Theory and Economics, Faculty of Journalism, Lomonosov Moscow State University, Moscow, Russia


Section: Sociology of Journalism

The Internet penetration level in Russia continues growing. Due to this some­times they conclude that audience preferences change in favor of the Internet plat­form. In this pilot survey we have tried to explore the audience’ attention to different types of media in settlements with different number of dwellers and to create a work­ing hypothesis on the current situation and its development in future.

Keywords: internet, internet penetration, audience, choice of media, functional demands