Translate this page:
Please select your language to translate the article


You can just close the window to don't translate
Library
Your profile

Back to contents

Psychology and Psychotechnics
Reference:

Eltsova, K. K. Psychology of ‘Elitism’: Methods of Creation of Media Brands on the Runet

Abstract: The article is devoted to the analysis of the discourse about elitism that is issued by a number of Russian Internet projects as an instrument for developing a reputation of the mass media intended for more educated and qualified groups of the modern Russian society. The author is referring to such projects as Afisha.ru, Bg.ru, Lookatme, Openspace (2008-2012), Colta, Esquire and Snob that (re)produce one of the most significant elitist discourses in modern Russia. The research is based on the articles published during the period since 2008 till 2013. By using the method of discourse analysis as the main analytical instrument of research, Eltsova defines and systematizes particular strategies and mechanisms for building up the reputation of these editions as media products identifying a high social status of the target audience. The results of research, first of all, proves the initial statement that these media projects oppose themselves to what they see as editions for mass audience, or ‘glamour’. Noteworthy that the basic feature of ‘non-glamourness’ or even ‘anti-glamourness’ of this or that edition on the list is a ‘long text’ implicitly represented as a ‘qualitative text’ based on the logic of the analyzed discourse. At the same time, rhetoric of the ‘elitist’ status of this or that media projects being studied is negated when the discussion drifts to the economic aspects of such projects. Finally, due to the influence of financial and marketing rhetoric, the image of the target audience as the ‘educated minority’ (that had been defined at the previous stages of research) is now completed with the image of the ‘average intelligent person’.


Keywords:

psychology, elitism, status-associated practices, elitist discourse, media representations, discourse-analysis, creating the brand reputation, audience creation, media-format.


This article can be downloaded freely in PDF format for reading. Download article


References
1. IX.Tsentsiper: Po obrazovaniyu ya direktor tsirka, Rezhim dostupa: http://os.colta.ru/media/paper/details/12050/?expand=yes#expand; data obrashcheniya 28.07.2014;
2. VIII.Uskov: ne khochetsya obizhat' tekh, kto delal Snob ran'she, Rezhim dostupa: http://gorod.afisha.ru/archive/uskov-snob/; data obrashcheniya 28.07.2014;
3. IV.Vinokurov: Internet i zhurnal v kafe – nepopulyarnye kanaly distributsii kontenta u sluzhb rezhima, Rezhim dostupa: http://os.colta.ru/media/paper/details/37673/; data obrashcheniya 28.07.2014;
4. V.Gorod, vozdukh i volna, Rezhim dostupa: http://www.colta.ru/articles/media/859; data obrashcheniya 28.07.2014;
5. VI.Kazakov: dlya Il'i eto bylo sistemnym sboem, Rezhim dostupa: http://os.colta.ru//media/paper/details/1914/; data obrashcheniya 28.07.2014;
6. VII.Pryamaya rech': Masha Gessen, Rezhim dostupa: http://www.lookatme.ru/flow/posts/media-radar/115607-pryamaya-rech-masha-gessen; data obrashcheniya 28.07.2014;
7. Spisok analiziruemykh istochnikov:
8. I.Bakhtin: dryan' poidet svoei dorogoi, Rezhim dostupa: http://gorod.afisha.ru/archive/bahtos; data obrashcheniya 28.07.2014;
9. II.Bakhtin: menya perestala radovat' sut' professii, Rezhim dostupa: http://os.colta.ru/media/paper/details/30364/; data obrashcheniya 28.07.2014; 19. III.Bol'shoi Gorod – ne otkrytoe pis'mo chinovnikam, Rezhim dostupa: http://os.colta.ru/media/paper/details/14976/; data obrashcheniya 28.07.2014;
10. Gudkov L., Dubin B., Levada Yu. Problema elity v segodnyashnei Rossii. M., 2007
11. Kurennoi V. A. Novaya gorodskaya romantika. Politicheskie i kul'tur-sotsial'nye aspekty noveishego rossiiskogo protesta // Logos ¹ 2 2012, str. 30-45;
12. Kalinin I. V. Industrial'nyi gorizont kreativnykh industrii // Neprikosnovennyi zapas ¹ 6 (92) 2013 [Elektronnyi resurs]. – Rezhim dostupa: http://magazines.russ.ru/nz/2013/6/14k.html;
13. Trubina E.G. Primiryayas' s upadkom. Ruiny 2.0 // Neprikosnovennyi zapas ¹ 3 (89) 2013 [Elektronnyi resurs]. – Rezhim dostupa: http://magazines.russ.ru/nz/2013/3/14t-pr.html;
14. Programma i materialy konferentsii ‘Middle’ and ‘Creative’: Emerging Russian Social Groups in Language and in Culture, sostoyavsheisya 26-25 oktyabrya 2013 v Tsentre printsessy Dashkovoi Edinburgskogo universiteta [Elektronnyi resurs]. – Rezhim dostupa: http://www.ed.ac.uk/schools-departments/literatures-languages-cultures/dashkova/research-resources/middle-creative-programme/;
15. Rutten E. The Faces and Spaces of a Russian Culture-News Portal: www.openspace.ru, Digital Icons: Studies in Russian, Eurasian and Central European New Media, ¹6 (2011): 93-103;
16. Roesen T. www.snob.ru: A Social Network Site for the Elite, Digital Icons: Studies in Russian, Eurasian and Central European New Media, ¹6 (2011): 81-92;
17. El'tsova K. K. «Kachestvennye media» dlya «obrazovannogo men'shinstva»: analiz diskursa ob elitarnosti v rossiiskikh novykh media» // «Filosofiya i Kul'tura», ¹ 8 2014 g. 12. Spisok elektronnykh resursov, ne vkhodyashchikh v osnovnoi korpus analiziruemykh publikatsii: 13. Internet-publikatsiya «Maksim Koval'skii opublikoval stat'yu Mikhaila Khodorkovskogo v zhurnale “Kommersant''-Vlast'”», (16.06.2009; http://www.snob.ru/fp/entry/3900?preview=print); 14. Internet-publikatsiya «Dmitrii Golubovskii: “Esquire kak narushal, tak i budet narushat'” (16.11.2011; http://os.colta.ru/media/paper/details/31881/?expand=yes&attempt=1); 15. Internet-publikatsiya «Pryamaya rech': glavnyi redaktor Esquire Filipp Bakhtin», (aprel' 2010 g; http://besttoday.ru/read/515.html);
18. Internet-publikatsiya «Eto zven'ya odnoi grebanoi tsepi» na portale Openspace (2008-2012), (07.06.2012; http://os.colta.ru/media/paper/details/37626).
19. Fuko M. Poryadok diskursa // Volya k istine: po tu storonu znaniya, vlasti i seksual'nosti. Raboty raznykh let. Per. s frants.— M., Kastal', 1996.— 448 s.
20. Hall S. The Work of Representation // Representation: Cultural Representation and Signifying Practices, The Open University 1997, pp. 13-75
21. El'tsova K. K. «Kachestvennye media» dlya «obrazovannogo men'shinstva»: analiz diskursa ob elitarnosti v rossiiskikh novykh media» // «Filosofiya i Kul'tura», ¹ 8 2014 g.;
22. El'tsova K.K. Diskursy ob elitarnykh gruppakh v sovremennoi Rossii (analiz publikatsii v novykh media) // «Vestnik RGGU. Seriya Politologiya», 2015 g., prinyato k publikatsii;
23. X.Yakovlev: Snob – eto ne shlyagernaya zhurnalistika, Rezhim dostupa: http://os.colta.ru/media/paper/details/3763/; data obrashcheniya 28.07.2014.