Russia Media between the West and the East

Professor Elena VartanovaFaculty of Journalism

Moscow State University/Aleksander Institute, Helsinki University

Basic Theoretical FrameworksBasic Theoretical FrameworksAuthoritarian Theory: journalism as a political

instrument of elites

Leninist Theory: media as collective agitator (education + political enlightenment), propagandist (common ideology and culture), organizator (mobilization)

Dissident Approaches: media as a free voice of intellectuals (intelligentsia), alternative arts (rock music, chansons, elitist cinema)

The Soviet Media TheoryThe Soviet Media Theory Normative character: media professionals have to be

Communist party affiliated, people’s oriented, ethical truthful and educating

News and timeliness reporting: of minor importance compared to feature polemic genres

Publicistics (political essays writing): at the core of journalists’ activity

A ‘must’ for journalists: an active citizen’s stand

Media Theories after 1985Media Theories after 1985 Glasnost Public Sphere Open Society Political Economy / Media Political Capital Information / Network Society Theory of Dual Transition Globalization

Libertarian Theory and GlasnostLibertarian Theory and Glasnost

Western Approach:Western Approach: ‘Glasnost as the process of systematically, continuously, and completely informing people on all spheres of life both in the USSR and abroad, except for information constituting state of other legally-protected secrets or violating the generally excepted societal moral and ethical norms. It is an instrument for the leadership in carrying through political reforms.’

Russian view:Russian view: adaptation of administrative-bureaucratic model to Western ideal of free and open societyliberation of media ‘from the top down’

Authors: Authors: Nordenstreng, Paasilinna, Yassen Zassoursky

Public Sphere: Public Sphere: Who Responsible to Whom?Who Responsible to Whom?

HabermasHabermaspublic sphere as a forum for public debates

Russian approachRussian approach::Public sphere for discussions between the power and citizensConcept of the State Information Policy:Forth Power at the service of the StateMedia for Dialog between the Power and CitizensInformation Security

Popper’s Open SocietyPopper’s Open Society

Glasnost (lack of censorship) as a foundation of Russian open society

Open access to information and mass media Media accountability to the public prior to media accountability to

the State Tolerance in Media

Political Economy: Media Political Capital

Western approachWestern approach Balkanization of media: heavy state control, high degree of mass media partisanship, + integration of TV and illegal business through advertising for corruption

Russia viewRussia viewmedia-political capital as an institute of corruption, media not a business, but a source of political influence + integration between media and political elites, no consolidation and shared professional ethics among media professionals

Information or Network Society

Western TheoriesWestern Theories informational society based on network structures which grow from capitalism + economic and social flexibility

Russian approachRussian approach applicability of the network society concept to Russian

communication habits and media uses, but only to the most advanced part of Russian society – fragments, fragmented globalization

networks in Russian social and everyday life digital divide as a form of modern inequality striving from the complex

of universal (socio-economic, geographical) and individual (educational, cultural, personal, etc.) reasons

Theory of Dual Transition

Technological Transition Transition in Legislation Social Transition Transition of Life Styles and Values Professional Change

GlobalizationGlobalizationWestern concepts:Western concepts:

Glonationalization through adaptation of Western formats (program genres, structure of TV programming, entertainization); absorbing global elements and transforming them into national

Russian approachRussian approach in terms of economy Russian commercial media system falls under

general market laws: regionalization of the press markets tabloidization, growing importance of national TV

in media-politics relationship Russian media have inherited a paternalistic pattern of relationship (decision-making Father – obedient Child)

Different Types of Media Models

Libertarian Social responsibility

Authoritarian Soviet propagandistic

Siebert, Schramm, Peterson (1956) Liberal Democratic Corporatist Polarized

Hallin D., Mancini P. (2004)

Continuum of Post-Soviet: Variety of Media Models

EU-oriented (Baltic states) Eurasian etatist (Russia, Ukraine) Eurasian paternalistic (Kazakhstan,

Uzbekistan, Byelorussia) Eurasian depressive (Moldova, Caucasus

region)

‘Eurasian’ media model: Basic Components

Anglo-AmericanAnglo-American

Legislation (philosophy and principles) created Legislation (philosophy and principles) created in a parliamentary wayin a parliamentary way

Market laws introduced into the media industry Market laws introduced into the media industry (profit-driven market activity, role of advertising, (profit-driven market activity, role of advertising, growing importance of commercial motives in growing importance of commercial motives in content strategies of media), trends of content strategies of media), trends of conglomeration and concentrationconglomeration and concentration

Role of NGOs, journalists and representative of Role of NGOs, journalists and representative of audience in forming media policyaudience in forming media policy

Media as an element of culture and education Media as an element of culture and education (enlightening role of media, audience (enlightening role of media, audience expectations) constructing the public sphere expectations) constructing the public sphere

Role of technology as a driving force for media Role of technology as a driving force for media policy and a liberating force for audiences in policy and a liberating force for audiences in their relations with mediatheir relations with media

Standards of objective journalism and attention Standards of objective journalism and attention to professional ethics to professional ethics

Rise of professional regulation, strive for Rise of professional regulation, strive for professional corporativismprofessional corporativism

AsianAsian Implementation of legislation by state-market Implementation of legislation by state-market

complex having strong informal control and complex having strong informal control and intervention in the media intervention in the media

Lack of transparence in market activities of Lack of transparence in market activities of media companies (closed ownership data media companies (closed ownership data and balance sheets), elements of bribery and balance sheets), elements of bribery and corruption among journalists (concealed and corruption among journalists (concealed advertising), suppressed commercial advertising), suppressed commercial motives in activities of many media motives in activities of many media enterprisesenterprises

Dominant role of state agencies in shaping Dominant role of state agencies in shaping media policy (a notion of state media policy)media policy (a notion of state media policy)

Instrumental (service) use of media by ‘state-Instrumental (service) use of media by ‘state-market complex’/power elites/clans/,market complex’/power elites/clans/,

evident media clientelism evident media clientelism State-media relations: combination of State-media relations: combination of

repression and conciliatory measures (strong repression and conciliatory measures (strong unofficial control)unofficial control)

Partisan (often informal and hidden) Partisan (often informal and hidden) connections of journalists to power elitesconnections of journalists to power elites

Stimulation of self-regulation ‘top-down’Stimulation of self-regulation ‘top-down’

‘Eurasian’ media model: Comparison of components

Anglo-American

Philosophy and principles of media legislation created in a parliamentary way

Asian

Implementation of legislation by state-market complex having strong informal control and intervention in the media

‘Eurasian’ media model: Comparison of components

Anglo-American

Market laws introduced into the media industry (profit-driven market activity, role of advertising, growing importance of commercial motives in content strategies of media), trends of conglomeration and concentration

Asian

Lack of transparence in market activities of media companies (closed ownership data and balance sheets), elements of bribery and corruption among journalists (concealed advertising), suppressed commercial motives in activities of many media enterprises

‘Eurasian’ media model: Comparison of components

Anglo-American

Role of NGOs, journalists and representative of audience in forming media policy

Asian

Dominant role of state agencies in shaping media policy (a notion of state media policy)

‘Eurasian’ media model: Comparison of components

Anglo-American

Media as an element of culture and education (enlightening role of media, audience expectations) constructing the public sphere + media (formal) independence in agenda setting and framing the reality

Asian

Instrumental (service) use of media by ‘state-market complex’/power elites/clans/ + evident media clientelism + State-media relations: combination of repression and conciliatory measures (strong unofficial control)

‘Eurasian’ media model: Comparison of components

Anglo-American

Standards of objective journalism and attention to professional ethics + rise of professional regulation, strive for professional corporativism

Asian

Partisan (often informal and hidden) connections of journalists to power elites + stimulation of self-regulation ‘top-down’

‘Eurasian’ media model: Comparison of components

Anglo-American

Role of technology as a driving force for media policy and a liberating force for audiences in their relations with media + market as a regulator

Asian

Role of technology as a liberating force for audiences in their relations with media + state as a regulator + problems of information inequality

The Russian Mass Media LawThe Russian Mass Media Law

Adopted in 1991 Creation of new legal environment Influenced by Anglo-American watchdog philosophy Basic points

The impermissibility of censorship The right to create privately owned media The independence of editorial bodies and journalists´

collectives

Evolution of Russian Media Model‘Oligarchization’ (1991-1996) • political model: emergence of integrated political-business elite + TV as a

political party• media regulation model: liberal legislation + strong informal mechanisms for

manipulative use of mass media (corruption, personal relations)‘Balkanization’ (1996-1999) • political model: structurization and redistribution of ownership, • media regulation model: poor legislative activity (Broadcasting Law) +

emergence of industrial regulation + low level of professional self-organization

Neo-authoritarianism (2000 - ): • political model: reemergence of state bureaucracy + search for national

idea• media regulation model: renewal of legislation activity (advertising law,

regulation for coverage of terrorism, etc.)

Russia

Eurasian etatist (Russia, Ukraine): mixed state-market regulation + a certain degree of public interference+state agencies as major media policy makers+low level of respect to the state by citizens+growing distrust to media by audience

The ‘Holy Trinity’ ofPost-Soviet Media Regulation

The State: legal framework (access to information, coverage of terrorism) + informal pressures (upon information flows, HR) + cooperation with media professionals (how to stimulate self-regulation?)

Media Business: lobbying for profits (new editions of Media Law, Advertising Law, introduction of digital TV) + search for market liberalization (non-commercial partnerships in print media distribution),

Increasing role of society (=audience): demands for ethical norms in media contents (censorship or self-regulation) + setting up non-commercial priorities (cultural and socially oriented content)

Technology Matters?

Debates on Information society as an agent for the new media policies

New understanding of democracy and freedom of speech: the role of users

Dual approaches to government regulation: no interference, importance of self-regulation + attempts to control the content

Pressures from audiences

Basic Features of Russian Media Policy

Features of old regulatory models and approaches (strong influence of historical traditions) remain

State and political elite keeping the key role Uneasy introduction of market regulation Technology (mainly) and disappointment in media

stimulates regulation from the audiences

RMM: Forces of Change

- conflict of paternalistic and authoritarian (old) versus democratic and non-hierarchical (new) political cultures; - diverse and often competing economic forces, - new media technologies,- increasing indentities of audience groups