SPECIFICS OF TELEVISION BROADCASTING AS A FACTOR OF AUDIENCE INCULTURATION (ON THE EXAMPLE OF THE REPUBLIC OF MORDOVIA)

Abstract

The social status of 2019-20 significantly affected the state of the region’s media and cultural environment. The conditions of the pandemic caused by the new coronavirus infection have imposed significant restrictions, both in the movement of people and in their direct interaction. In this situation, the only and most accessible information and communication medium is the network media communication environment. For the modern regional society, this phenomenon is absolutely new and requires the attention of researchers. It is necessary to identify the fundamental differences and specifics of the influence of popular media on the audience’s consciousness; to determine the structure of the network media space characteristic of the Republic of Mordovia; to analyze the features of the influence of the information and communication network environment on the audience. The research materials include comparison of theoretical approaches in relation to the concepts of “information level”, “information flow”, “media product” and “manipulation”. It is proved that the use of this terminology makes it possible to analyze the media communication processes taking place in modern society, as the empirical material was used to transmit local television channels based on the process of convergence. Accordingly, their Internet versions and independent media objects are in the field of research. For the first time the theoretical approach to understanding the functioning of such a social phenomenon as a network media and cultural space is implemented. The structure of the network media space of the region is analyzed with the definition of dominant positions. The network media and cultural space of the region is viewed through the prism of its inculturative functionality. Of particular interest is the process of image construction in the information content of network media communication. Conditions and methodology of image creation in network telecommunications is of scientific and practical interest in the light of the fact that the conditions for the emergence of imagery are significantly different from exclusively television broadcasting. This is primarily due to the fact that the system is more mobile. Information in a network environment is transformed in a short period of time under the constant influence of the audience, which, with the development of network broadcasting technologies, is able to transform, retransmit, broadcast, qualitatively and quantitatively change information by adding comments and adding new facts that do not always correspond to reality, but have the right to free existence in society.