Депрессивное медиапотребление (исследование телевизионных предпочтений сельских жителей)
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 status. 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.
Different approaches to defining the term «downshifting» are considered. Conception of downshifting as an actual social tendency is presented. Necessity of modern downshifters images presented in mass media is substantiated. Interviews with downshifters published in electronic mass media during 2008-2010 are analyzed in the empirical research. Three types of «successful downshifters» are identified: 1) experience seekers, who are not fixed on a single activity and are seeking new areas for self-realization; 2) those who successfully made their childhood hobby a profession; 3) seekers of calm, harmonic and natural life outside of big cities (developing countries – Thailand, Egypt, India and rural territories in Russia).
In this research we use the part of RLMS data about the innovation in the lifestyles of Russian collected in 2009. Some typologies of Russian people were constructed based on their inclination to innovation, computer skills and media consumption. The last one is measured there as the differentiation of practices of internet and mobile telephone function use. The quantitative digital inequality in the accessibility of computer and internet was found. But there is the other type of digital inequality the quantitative one. It is due to the differentiation of the type of media consumption. This inequality also depends on the such factors as age, income and education level.
The results of cross-cultural research of implicit theories of innovativeness among students and teachers, representatives of three ethnocultural groups: Russians, the people of the North Caucasus (Chechens and Ingushs) and Tuvinians (N=804) are presented. Intergroup differences in implicit theories of innovativeness are revealed: the ‘individual’ theories of innovativeness prevail among Russians and among the students, the ‘social’ theories of innovativeness are more expressed among respondents from the North Caucasus, Tuva and among the teachers. Using the structural equations modeling the universal model of values impact on implicit theories of innovativeness and attitudes towards innovations is constructed. Values of the Openness to changes and individual theories of innovativeness promote the positive relation to innovations. Results of research have shown that implicit theories of innovativeness differ in different cultures, and values make different impact on the attitudes towards innovations and innovative experience in different cultures.