Actual Russian media factors as resourse of development of political consumerism

The influence of the media on current trends in the political market has examined in this article,in particular, a conclusion about the appearance of the media factors - the factors of influence of media on politics has made. According to the author`s opinion, these trends appear on the media market independently, but at the same time they have great influence on political life. According to bservations, most often media factors appear in the spheres, where the media are moving away from traditional roles (for example, communicative, ideological, organizing, socia and others) which in turn has caused by certain social and economic trends.Separately and in more detail, the author studies the influence of media factors on the consumerism of the political sphere of life - the trend, which is characterized by the appearance of features of the economic market in the political process. It has noted, that due to this trend, the political market partly begins to function like the classical market of supply and demand, in particular, there appear marketing and advertising technologies. The author takes into consideration the causes of the emergence and development of consumerizm itself, including political absenteeism, deideologization, globalization of markets and economic instability. It has given both definition and classification of media factors, the reasons for their appearance, taking into account the current state of the media market, the processes of technical modernization and convergence of genres, as well as the current state media policy have considered. Also the ways and possibilities of influence of each of the five considered media factors on political life, including consumerism have analysed. The forecast for the further development of the phenomenon has created, in particular, it was concluded, that media factors promotes the growth of consumeristic tendency.

media factors, media market, consumerism, consumer society, public choice, convergence, deideologization

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