vgikВестник ВГИКVestnik VGIK2074-08322713-2471ВГИКvgik-483Research ArticleТЕЛЕВИДЕНИЕ | ЦИФРОВАЯ СРЕДАTELEVISION | DIGITAL ENVIRONMENTСоциокультурные эффекты фрагментации аудиторииSocial and cultural effects of the fragmentation of the audienceБакулевГеннадий ПетровичBakulevGennady Petrovichnoemail@neicon.ruВГИКРоссияVGIKRussian Federation20130904202453(17)137146Copyright © Бакулев Г.П., 20242024Бакулев Г.П.Bakulev G.P.Данная работа распространяется под лицензией Creative Commons Attribution 4.0.This work is licensed under a Creative Commons Attribution 4.0 License.https://www.vestnik-vgik.com/jour/article/view/483

В статье рассматривается проблема фрагментации аудитории мультимедийной среды. На первом этапе медиабума казалось, что аудитория в привычном понятии этого термина умирает. Но последние данные свидетельствуют о том, что, распределяясь по множеству каналов, медиапользователи постоянно мигрируют между ними. Рассматриваемые два основных подхода к изучению фрагментации аудитории — медиа-центрический и пользователь-центрический — подтверждают, что аудитория находится в состоянии «плавающей фрагментации».

The article deals with the problem of multimedia audience fragmentation. In the first period of the media boom the audience in the usual meaning of this term seemed to be shrinking dramatically. But recent findings show that media users keep migrating between lots of channels. The two main ways to study the audience fragmentation explored by the author — the media-centrical and the user-centrical ones — confirm that the audience is in a state of “floating fragmentation”.

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The authors declare that there are no conflicts of interest present.