Models of Audience Participation on Television: Between New and Traditional Media
Download paperDoctor of Sociology, Professor, Head of the Chair of Journalism at the Academy of Media Industry, Moscow, Russia
e-mail: e.dugin@yandex.ruCounselor of General Director of Public Russian Television, Moscow, Russia
e-mail: okup@inbox.ruSection: Television and Radio
The article concerns the issue of audience participation on television. This is an unattended issue in Russian media research. The authors argue that Russian general format channels are reducing public participation and the TV programs still on air use only very conservative forms of such participation. This leads to a withdrawal of active people from television and the division of the audience into traditional media and new media consumers. Analyzing the practice of Western television, the authors conclude that so far there is no model of communication with the TV audience that could meet expectations and demands. Neither the genre nor the format of television programs nor whether the TV channel is commercial or public service one establish the standards of audience participation that would guarantee full-fledged communication. The authors offer their own anthropocentric model of communication with the audience and outline its major typological characteristics and constructing principles.
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