Mass media from the perspective of public opinion amid the crisis

Have led to significant changes in the media sphere of modern Russia where tendencies of digitalization (moving to digital formats) and convergence of traditional and new media become apparent. In recent years political role of mass media increases and information influencing of mass media on public consciousness grows. In 2014-2015 under the conditions of foreign policy aggravation concerning Russia and escalation of negative economic trends, mass media performance in the formation of public opinion and sustaining of the country’s image intensified. The results of the public opinion monitoring in the Vologda Oblast, conducted by the Institute of Socio-Economic Development of Territories of RAS, have revealed that along with the television’s leading role in providing information, Internet and radio become popular. TV viewers still prefer main federal channels that play a pivotal role in the agenda formation. Inequality with regard to access of city and rural population to computer equipment and TV sets (“digital divide”) makes television the most popular for rural and less financially successful people...