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Background Media Consumption as a Part of Russian Digital Youth Media Practices

Научные исследования: 


For citation: Kulchitskaya D., Filatkina G. Background Media Consumption as a Part of Russian Digital Youth Media Practices. // Mediascope. 2021. Issue 1. Available at:

DOI: 10.30547/mediascope.1.2021.2


Diana Yu. Kulchitskaya

PhD in Philology, Associate Professor at the Chair of New Media and Theory of Communication, Faculty of Journalism, Lomonosov Moscow State University (Moscow, Russia),  

@ Gelia S. Filatkina

PhD in Philology, Senior Lecturer at the Chair of Foreign Journalism and Literature, Faculty of Journalism, Lomonosov Moscow State University (Moscow, Russia),



The article deals with the analysis of background media consumption as one of the ways of addressing media content practiced by representatives of the Russian youth. We consider background media consumption as a process in which there is no thoughtful immersion in the content from consumers. Within the frames of a large-scale study, the authors of the paper have studied incidental turning to media content in traditional and new media. We have used in-depth interviews and surveys as two methods of analysis. We have found that background media consumption exists both in a traditional and in a digital media environment. Russian youth consume digital content scrolling social media feeds, listening music on social networks. This serves as a source of entertainment and just filling time. As for traditional media, digital young people practice TV and radio in the background while doing their chores. They also practice passive TV viewing consuming TV content selected by their relatives. Results of the surveys demonstrate background consumption of print media that is also included in the structure of youth media consumption.  

Keywords: background media consumption, old and new media, media practices, digital youth, mass media content.



Issledovanie vypolneno za schet sredstv granta Rossiyskogo nauchnogo fonda (proekt №18-78-10090). [The study is carried out at the expense of a grant of the Russian scientific foundation (Project №18-78-10090)].



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