Social fragmentation is, thus, mirrored in the fragmentation of the media systems; moreover, one more dimension, namely media hybridisation, intervenes and influences the formation of closed-up communicative milieus based on both social patterns and digital divide.
Of the several societal milieus observed by social scientists in , some are seriously under-represented in the media system; and deep differences in media consumption, agenda setting, and public deliberation exist between all of them.
German authors have stated that media hybridisation trajectories are context-bound (Adam, Pfetsch 2011). In line with this, Elena Vartanova (2013) sees the national context as the primary definer of hybridisation.
In other words, media hybridisation depends on the national socio-political context and societal patterns more than on universal factors (e. This idea shows that media hybridisation research has a comparative aspect, as we speak of national hybridisation trajectories that are understood as the parallel development of temporally or causally correlated changes in media systems and political sphere.
Current social structures can be described more effectively with reference to value orientations, consumer patterns and Internet use rather than classic demographics.
This approach to social stratification results into the idea of social milieus more flexible than the picture provided by rigid class categorisations.
Of the several societal milieus observed by social scientists in Russia, some are seriously under-represented in the media system; and deep differences in media consumption, agenda setting, and public deliberation exist between all of them.
In other words, media hybridisation means not only tech-based changes in the structure of media systems and growth of online segments but also numerous social and political consequences of these technological advances, including horizontalisation, a higher degree of audience participation in political discussions, the formation of online pressure groups and the growth of political movements.
Petersburg State University, Russia; Researcher, Free University of Berlin, Germany.
Email: [email protected]© The Journal of Social Policy Studies. № 1 patterns in the post-industrial urban "public counter-sphere" (consisting of the intelligentsia, the "creative class", students and other white-collar workers) and their perceived political freedom and self-reported online political behaviour.
Sociologists speak of "multi-speed Russia" or "several Russias" in one.
As the late-Soviet and post Soviet modernisation of the country was misbalanced and fragmented (Kang-aspuuro, Smith 2006; Vartanova 2013), it brought with it a new form of value-based societal cleavages that today only partly mirrors those of thirty years ago.