К истории социологии СМИ в России: Социологическая служба ВГТРК и ее исследования (1992 - 2003)

Социологический журнал. 2019. № 4. С. 163–183.

Davydov S. G., Адемукова Н. В.

During the 1990’s and 2000’s audience research departments at broadcasting companies
and advertising agencies played a serious role in the development of Russian sociology of media. One
such subsidiary is VGTRK’s Audience Research Agency, founded by media manager and journalist
A.G. Bystritsky, and which for a long time was run by sociologist A.V. Sharikov. The tasks of the Agency
have repeatedly changed for 12 incomplete years of its work. They included secondary analysis of the
results of TV audience measurement, expert surveys, audience qualitative studies, research expeditions
to the Russian regions, etc. A special place among the Agency projects is held by the first exit poll in
the history of Russian sociology (1993). Examined are the main periods and lines of activity of this
subsidiary, its projects and the publications based upon them. Information is provided about the leading
experts who participated in the agency’s activities throughout the years of its existence.

Keywords: телесмотрение, социология медиа, television viewing, sociology of media, audience measurements, VGTRK, radio listening, sociological expeditions, audience qualitative studies, измерения аудитории, ВГТРК, радиослушание, социологические экспедиции, качественные исследования аудитории