The Internet in the Structure of the Russian Media System

The chapter provides an analysis and characteristics of the Russian media system within the context of social transformation. It puts the Russian media change into a theoretical framework developed recently in media studies. The chapter proves the diverse nature of conceptualisation of Russian media system, considering both the normative model for media change in post-socialism, proposed by the Western, mostly American and Western European, media scholars, and concepts, focused on the interaction of the global and the national in the Russian media system, proposed primarily by Russian scholars. Such important national forces of influence as a huge territory of Russia, a multilanguage and multicultural structure of society and uneven economic development in Russia’s regions determine the key characteristics of present Russian realities that have an impact on the Russian media system. The main features of the system have been identified in the historical context, from 1991 to present time. The two major segments of Russian media system—legacy media and digital media—are analysed through technological, economic, organisational and content aspects. The Internet, and Runet in particular, is considered not only just a new segment of media system but as an integral part of the modern Russian media landscape in the era of digitalisation. Particular attention is paid to the media audience and technology as new drivers of the Russian media system. The chapter contains a large amount of statistical material.