Media picture of the cultural field in the context of the regional cultural politics

First of all demanded changes in cultural politics are connected with the cultural institutes configuration development: discovering new cultural model and changes in economic affairs (representing the new management forms, marketing and culture). Every Russian region has its own cultural politics. In the Tomskaya oblast (Tomsk region) politics is focused on availability of cultural services and preservation of cultural and historical heritage. This work supposed to be done with a minimal budget. Image aspects of cultural politics are analyzed through a prism, in which cultural life is reflected in the regional media. In this article a content analysis was made in purpose to determinate the media picture of Tomsk, as a cultural center reflected in the regional media scene (2011 - 2013). Such channels as «ТВ-2» and «ВГТРК Томск» were chosen for the content analysis. Printed presses, such as «Томские новости» and «Красное знамя», were also involved. The local TV channels were checked for the relevant information, which includes architecture, monuments, cinematography, literature, music, museums and holidays. Furthermore we identified attitude marks for cultural events. For the noticed period the amount of cultural reports was mentioned 559 times. According to the results of media-audit analysis, we can say that Tomsk culture is positively estimated. The most mentioned topic on TV is «Museum» and «Exhibitions», than goes «Music» and on the third place is «Holidays». Very small amount of events is connected with charity (concerts, exhibitions and other charitable activities). By contrast with that, there were a great number of reports about Theatre (78 times). Exploring the speech act modality, it was concluded that Tomsk culture received high opinions. Over a third of reports had positive modality, less than two-thirds were neutrally estimated and only three present were negatively described. At the same time the analysis also indicated discordance of opinions about coverage of cultural events. Media experts think that the television covers enough cultural news. As for cultural experts, their point of view is opposite. According to the results of cultural field analysis, (regional politics and media scene) Tomsk media cover the cultural part only in case of commercial interest. As for cultural politic realization, we can conclude that state-centered model predominates in Tomsk, while there is a need for transformation into market economy model.

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