Models of downshifting in Russian mass media

P. 329–334.

Paukova A.

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).

Keywords: values, ценности, стиль жизни, life style, моделирование поведения, дауншифтинг, downshifting, mass media influence, behavior modeling, влияние масс-медиа

In book

2011 International Conference on Social Sciences and Society (ICSSS 2011)

Vol. 1. , Shanghai: Information Engineering Research Institute, 2011.