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Media Capital and Its Structure

Научные исследования: 
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For citation: Fomichyova I.D. (2017) Mediynyy kapital i ego sostav [Media Capital and Its Structure]. Mediaskop 2. (in Russian). Available at: http://www.mediascope.ru/2294

 

© Irina D. Fomichyova
Doctor of Philology, Professor at the Chair of Sociology of Mass Communications, Faculty of Journalism, Lomonosov Moscow State University (Moscow, Russia), fomichira@gmail.com

 

Abstract

This article concludes the cycle of publications on the composition and functioning of intangible capital in the field of the media.

In the framework of the resource approach proposed by the author, media capital and its components are examined. Speaking about the functioning of intangible capital in the field of the media, the author emphasizes the existence of resources specific to the media field, which form media capital, which, in turn, is recognized as part of public capital. The latter refers to a variety of means (not just mass media) of exhibiting, acquaintance with the object of attention / announcement.

The author attributes information to the components of mass media as a resource that promotes the growth of various intangible capitals, primarily human and cultural; linking large dispersed audiences and thereby increasing their social capital; attention as the basis for information exchange between actors and as a resource with growing value in the face of increasing competing volumes of information; fame/publicity as a basis for the acquisition and accumulation of any of the resources functioning in the field under consideration; The importance and legitimacy of the object of media attention as a condition for the accumulation of symbolic capital by the actors.

The article focuses on the benefits that actors can get in competitive and non-competitive conditions. In the author's opinion, the exchange of capital rather makes the carriers non-competing beneficiaries of different, rather than the same, social roles in the field under consideration.

A number of examples show how the same actions in the media field (in particular, payability) can have different results for the accumulation of intangible capital.

Keywords: attention, publicity, authority, nonmaterial capitals; regularity, attention economy.

 

Notes

Borovikov A. (2015) Konstantin Vorovich: «U nas mozhet vyyti tekst bezdomnogo s dvumya vysshimi obrazovaniyami» [Konstantin Vorovich: "We May Publish a Text Written by a Homeless with Two University Degrees"]. Colta, Decenber 21. Available at: http://www.colta.ru/articles/media/9632

Ekonomika vnimaniya i internet-soobshchestva [Attention Economy and Internet Communities] (2006). Soobshchestva.Ru, Decenber 12. Available at: http://www.soobshestva.ru/point/ekonomika-vnimaniya-/

Fedorov P. (2015) Kak media vovlekayut chitatelya i pochemu marketingovye metriki bespolezny [How Media Involve Readers and Why Marketing Metrics Are Useless]. October 24. Available at: http://pavelf.ru/riw/

 FOM rasskazal o potreblenii novostnogo kontenta v Rossii [The Public Opinion Foundation Described News Content Consumption in Russia] (2016). Rusability, January 27. Available at: https://rusability.ru/news/fom-rasskazal-o-potreblenii-novostnogo-kontenta-v-rossii/

Iskold A. (2007) Kratkoe vvedenie v ekonomiku vnimaniya: Na smenu informatsionnoy ekonomike prikhodit ekonomika vnimaniya [Short Introduction into Attention Economy: Information Economy Is Replaced by Attention Economy]. March 14. Available at: http://old.computerra.ru/2007/678/310718/

Kseniya Sobchak vs Oleg Tin'kov: Ya poteryal milliard dollarov iz-za grammaticheskoy oshibki [Kseniya Sobchak vs Oleg Tinkov: I Lost One Billion Dollars Because of Grammar Mistake] (2015). Snob, May 20. Available at: https://snob.ru/selected/entry/92686 Miroshnichenko A. (2015) Gazety i PrintFirst − derzhat'sya do poslednego rublya. [Newspapers and PrintFirst - Hold On Until the Last Rouble]. Chastnyy correspondent, February 17. Available at: http://www.chaskor.ru/article/gazety_i_print_first_-_derzhatsya_do_poslednego_rublya_37562

Miroshnichenko A. «Pyataya vlast'» Assanzha i chetvertaya vlast' SMI. Kak starye SMI sami privodyat k vlasti svoyu smenu – blogosferu ["Fifth Estate" of Assange and Fourth Estate of Mass media. How Old Media Bring Into Power Their Successor − Blogosphere] (2013). Slon, October 24. Available at: https://slon.ru/biz/1009125/

Miroshnichenko A. (2014) Vo chto vovlekayut cheloveka novye media? [In What Do Media Involve People?]. Slon, April 29. Available at: https://republic.ru/calendar/event/1092196/

Vydrin D., Rozhkova I. (2002) Kapital: natsional'nye osobennosti kapitalizatsii rynka kandidatov v prezidenty [Capital: National Characteristics of Capitalization of Presidential Candidates' Market]. November 1. Available at: http://gazeta.zn.ua/POLITICS/kapital_natsionalnye_osobennosti_kapitalizatsii_rynka_kandidatov_v_prezidenty.html

Ya ne mogu vypit' more [I Cannot Drink the Sea]. Iskusstvo kino. Available at: http://kinoart.ru/editor/ya-ne-mogu-vypit-more

 

 

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