You are here

Lifestyle Modeling in Urban Media Projects

Научные исследования: 


For citation: Sidorova S.Yu. (2016) Modelirovanie stilja zhizni v urbanisticheskih mediaproektah [Lifestyle Modeling in Urban Media Projects]. Mediaskop 4. Available at:


© Svetlana Yu. Sidorova

PhD in cultural studies, Associate Professor at the Chair of the Editorial and Publishing Business and Information Science, Faculty of Journalism, Lomonosov Moscow State University (Moscow, Russia),



The article considers the conditions for the production of a new lifestyle paradigm within the framework of the media festival of the Seasons of Life magazine (Russia, Moscow) and the socio-environmental project "Activation" (Russia, Vologda). The research goal is to identify new forms of interaction between the subject and the object in the media projects of creative urbanistics which are under review, as well as the analysis of the functioning of cultural codes in the process of creating the lifestyle of the "doer" (maker) and "accomplice". The author relies on the methodology of Mikhail Bakhtin, Johan Huizinga, Yuri Lotman, Pierre Bourdieu, Jean Baudrillard, Henri Lefebvre, Guy Debord, Henry Sanoff.

City festivals, organized on the territory of Moscow by the lifestyle magazine Seasons of life, are considered as scenario-game models that shape the lifestyle of a city dweller. The festival is a meeting place for the hero, author, reader and partner in the urban space, as well as a zone of new, creative and intellectual work. Workshops in which guests of the festival participate (target audience of the magazine) represent a production process that becomes a bright emotional and ethical experience for all involved parties. An important role in the perception of information is also played by the environmental background surrounding the festival venue and dictating the laws of composition and substance of media content.

The socio-environmental project "Activation", initiated in the field of creative urban geography in 2011−2012 by young Vologda architects and designers, is turned into the public space of the city and is called upon to form social communication and a certain way of life of the Vologda residents.

Exploring the potential of the territory, given its historical context, the organizers of the project provoke the city's residents to develop creative forms of interaction with the urban environment and with each other, relying on the cultural memory and creative imagination that evoke an appeal of using in constructions the traditional building material for Vologda − wood.

The most interesting research issue regarding this phenomenon is the strategy of involving individual residents and entire urban communities in the "production of space" (Lefebvre) through the methods of "collaborative design" (Sanoff).

Under the influence of new media projects, emerges the new image/lifestyle of the society of creative producers, habitat makers, into which a metropolitan inhabitant and a consumer of "volume media text" is immersed.

Keywords: lifestyle, media festival, creative urbanism, socio-environmental project, media project.



Dal' V. (1882) Tolkovyj slovar' zhivogo velikorusskogo jazyka: v 4 t. [Explanatory Dictionary of the Living Great Russian Language in 4 volumes]. St. Petersburg; Moscow: [n. p.], vol 4, p. 405.

Gi E.D. Obshhestvo spektaklja [The Society of the Spectacle]; transl. from French by S. Ofertas and M. Yakubovich. Available at: (aссessed: 15.11.2015).

Gorod zhivet [The City Lives]. Seasons of life, 2015, no. 30, p. 55.

Gruppa AVO! Vologda: «Napolnit' prostranstvo novym smyslom» [AVO! Group, Vologda: "Filling the Space with a new Sense"]. Available at: (aссessed: 15.11.2015).

Zabiyako A.P. (1998) Obraz [Image]. In: Kul'turologija. XX vek: jenciklopedija [Culturology. XX century: encyclopedia]. St. Petersburg: Universitetskaya kniga Publ., vol. 2, p. 102.




Bakhtin M.M. (1990) Tvorchestvo Fransua Rable i narodnaja kul'tura Srednevekov'ja i Renessansa [The Works of François Rabelais and Folk Culture in the Middle Ages and the Renaissance]. 2nd ed. Moscow: Khudozhestvennaya literatura Publ.

Baudrillard J. (2006) Obshhestvo potreblenija. Ego mify i struktury [The Consumer Society: Myths and Structures]; transl. from French; afterword and notes by E.A. Samarskaja. Moscow: Respublika Publ.; Kul'turnaya revolyutsiya Publ.

Bourdieu P. (1994) Nachala [Beginnings]; transl. from French by N.A. Shmatko. Moscow: Socio-Logos Publ.

Dobrosklonskaya T.G. (2014) Massmedijnyj diskurs kak ob#ekt nauchnogo opisanija [Mass Media Discourse as the Object of Scientific Description]. Nauchnye vedomosti Belgorodskogo universiteta. Seriya: Gumanitarnye nauki, no. 13(184), vol. 22. pp. 181−187.

Huizinga J. (2011) Homo ludens. Chelovek igrajushhij [Homo ludens.compilation]; transl. and foreword by D.V. Silvestrov; comments and index by D.E. Kharitonovich. St. Petersburg: Ivan Limbakh Publ.


Khoruzhiy S.S. (2010) Praktika sebja i duhovnye praktiki: dve paradigmy neklassicheskoj antropologii [Practice of Oneself and Spiritual Practices: Two Paradigms of Neo Classical Anthropology]. In: Khoruzhiy S.S. (ed.) Fonar' Diogena. Proekt sinergijnoj antropologii v sovremennom gumanitarnom kontekste [Diogenes lantern. Project of Synergetic Anthropology in the Modern Humanitarian Context]. Moscow: Progress-Traditsiya Publ.

Lefebvre H. (2015) Proizvodstvo prostranstva [The Production of Space]; transl. from French by I. Staf. Moscow: Strelka Publ.

Lotman Yu.M. (1998) Kukly v sisteme kul'tury [Dolls in the System of Culture]. In: Lotman Yu.M. Ob iskusstve [On Art]. St. Petersburg: Iskusstvo Publ., pp. 645−649.

Sanoff G. (2015) Souchastvujushhee proektirovanie. Praktiki obshhestvennogo uchastija v formirovanii bol'shih i malyh gorodov [Community Participation. Practices of Citizen Involvement in the Formation of Cities and Towns]; transl. from English; ed. N. Snigiryova, D. Smirnov]. Vologda Proektnaya gruppa 8 Publ.

Sidorova S.Ju. (2014) Kompozicionnye osobennosti ob#emnogo mediateksta [Composition Specificity of a "Volume Text"]. Vestnik Volzhskogo universiteta imeni V.N. Tatishcheva 4: 259−266.

Sontag S. (2014) O stile [On Style]. In: Sontag S. Protiv interpretacii i drugie jesse [Against Interpretation]; transl. by S. Dubin. Moscow: Ad Marginem Press Publ., pp. 15−28.

Zasurskiy Ya.N. (2005) Kolonka redaktora: Mediatekst v kontekste konvergencii [Editorial: Media Text in the Context of Convergence]. Vestnik Moskovskogo universiteta. Seriya, 10. Zhurnalistika 2: 6.