Media and Audience: Study of Media Popularity Phenomenon

Abstract

This article is devoted to study of the phenomenon of  “double loss” as a stable characteristic of social behavior in the field of mass communications being conducted. According to the similar concept, there are stable patterns of structuring media popularity – the relationships between the regular (loyal) and irregular parts of the media audience. It is shown that “double losses” are a property of the competitive position of media alternatives with a low popularity compared in comparison with popular media. An empirical analysis confirms the validity of the concept of the “double loss” phenomenon in connection with the structuring of the audience in the national and thematic segments of the modern Russian TV landscape.