Transnational Approach to the Study of Media Audience
https://doi.org/10.21453/2311-3065-2023-11-3-135-146
Abstract
The article examines the theoretical and methodological understanding of the transformation of the axiological background in media discourse, influenced by mediatization and globalization. The multiplicity of opinions within the media audience arises from the increasing popularity of transnational media conglomerates’ information products. In the context of cross-border socio-political processes, the cross-cultural interaction among media audience participants leads to clashes of values during online media discourse. This article suggests exploring the concept of a “transnational audience” and its components through a meta-analysis of the research base. The authors assert that adopting a transnational approach to studying the media audience will enable an examination of the value background of media discourse within the context of global socio-political processes.
Keywords
transnational audience,
mediatization,
media communications,
globalization,
political media discourse,
collective identity
Supporting agencies: The study is fully supported by the “Center for International Media Research” of St. Petersburg State University, year 3, project No. 94033584.
About the Authors
A. K. Polyakov
Saint Petersburg State University
Russian Federation
Russian Federation
Polyakov Alexander Konstantinovich – doctoral student
199034, Saint Petersburg, Universitetskaya emb., 7/9
H. A. Abbasov
The Peoples’ Friendship University of Russia (RUDN University)
Russian Federation
Russian Federation
Abbasov Huseyn Abbas oglu – doctoral student
117198, Moscow, Miklukho-Maklaya str., 10/2
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Review
For citations:
Polyakov A.K., Abbasov H.A. Transnational Approach to the Study of Media Audience. Communicology. 2023;11(3):135-146. (In Russ.) https://doi.org/10.21453/2311-3065-2023-11-3-135-146
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