MEDIA COMMERCIALIZATION IN THE CONTEXT OF A COMMINICATIVE PARADIGM

The article is written on the basis of the study undertaken by authors in August-September 2013 and August-September 2014. Phenomenon that authors suggest to call media commercialization and describe as a constantly growing volume of both direct and camouflaged advertising in mass media was researched via questionnaire survey of Muscovites of different age, expert interviews and media specialists’ expert opinions’ monitoring. Authors have unveiled growing belief in infallibility of journalism: older representatives frequently are not able to distinguish commercial materials from editorial articles. At the same time authors noted the trend of growing distrust in traditional media that is demonstrated mostly by the younger generation which prefers modern gamification internet formats.

media, journalism, media commercialization, custom-made material in the media, mass communications, credibility to mass media