State informational contracts as a mechanism of control on regional media markets in Russia

World of Media. Journal of Russian Media and Journalism Studies. 2016. P. 63–86.

Dovbysh O.

 

Previous studies have illustrated that ownership of media

capital is an important way of controlling media companies in

developed countries (Garnham, 1992). However, we suggest that

in developing countries, there are other forms of control over the

media market. This research analyses the parallel financing models of media in Russian regional media markets. State informational

contracts are the main tool of this alternative financing. These

practices of state contracts are fully embedded into Russian regional

market structure and are accepted by almost all media companies,

both private and public. The 1846 samples of contracts collected

from four Russian regions of a total sum of over 5,5 billion Russian

rubles demonstrates the existence of parallel informational contract

markets. This market co-exists with an advertising-based market.

Using the mechanism of parallel financing, local authorities

establish loyal relationships with media companies. We conclude

that these financing models enable authorities to control the media

market indirectly through financial tools and informal relations,

rather than through participation in media capital.

Keywords: state control, regions of Russia, media market

Publication based on the results of: Анализ региональных медиарынков: участники, потребители, продукт, внешняя среда (2015)