Criticism of Television through the Prism of It’s Morphology: Technologies and the Toolkit

The article highlights the importance of fostering a constructive dialogue between media audiences and creators. To achieve this, it advocates for educational and outreach initiatives aimed at enhancing understanding of how media, particularly television, operates. Furthermore, it emphasizes the need to improve the technologies used for critical media analysis. The authors propose a range of methodologies to analyze the practices of contemporary Russian television broadcasting, suggesting that traditional qualitative observations should be complemented by systematic, quantitative analyses of television activities. In their research, they examined 1,387 articles to evaluate television content. The key findings of the study are as follows. Firstly, the qualitative and quantitative approaches proposed can significantly enhance the work of media critics and encourage genuine mutual understanding among participants in the communication process, particularly in today’s context. Secondly, media criticism should extend beyond merely assessing media content and exchanging impressions about media texts and personalities. It should also involve situating these elements within the socio-political context of daily life, while recognizing their alignment with current trends in the media landscape.