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Philosophy and Culture
Reference:

Eltsova, K. K. ‘Qualitative’ Media for the ‘Educated Minority’: Analysis of the Discourse about Elitism in Russian New Media

Abstract: The article is devoted to the study of media representations of ‘elitism’ that are provided by the web-based media as standards. These web-based media position themselves as the mass media addressed to the most educated and professional layer of the modern Russian society. The author is referring to such projects as Afisha.ru, Bg.ru, Lookatme, Openspace (2008-2012), W-O-S, Colta, Esquire and Snob. The research is based on ten interviews published by Afisha. ru and devoted to the changes that have been going on in the media sector (broadly discussed dismissals of editor-inchiefs and changes in editorial formats) since the start of social protests in Russia in 2011 — 2012. By using the method of discourse analysis as the main analytical instrument in the research, the author of the present research article is the first to define and systematize concrete strategies and mechanisms of constructing the images of ‘elitism’ used by the aforesaid sources. The author also discusses how the studied variant of the elitist discourse combines elements of the discourse about intellectuality and intelligentsia (with their different variants and modifications) with the idea about the importance of economic success and associated freedom of consumer choice as the core value of a developed society.

Keywords:

elitism, elite, elitist discourse, discourse-analysis, media representations, social group identity, construction of standards, socio-cultural unity, life style, consumer practices.

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