Digital media and cultural institutions in Russia: online magazines as aggregates of cultural services

Abstract

ABSTRACTFocusing on online magazines, this article sheds light on Russian cultural institutions from the perspective of digital media. My analysis concentrates on urban lifestyle magazines, a sub-category of consumer magazines and a media genre, which emerged in Russia in the glossy magazine format and is now experiencing a powerful ‘second rising’ on the internet. My article asks how the adaptation to the digital communication environment by lifestyle publications re-defines the very concept of a magazine and reorganizes the institutional ties between media and cultural industries. This focus enables me to analyse lifestyle magazines as a dynamic field of interaction in which cultural meanings are produced and negotiated. Based on new media studies, I see the cultural transcoding (Manovich 2002) of the networked and automatized information transmission into the magazines’ content as being a significant factor in the development of contemporary culture and media. Ultimately, my article introduces an attempt to analyse new media titles combining qualitative media analysis with the developing theory of ‘algorithmic culture’ (Striphas 2015). My argumentation is based on two case publications: Afisha, established in 1999 as a weekly glossy magazine introducing all cultural events in Moscow, and Inde, a digital-born regional lifestyle magazine focusing on urban culture in the Republic of Tatarstan. Urban lifestyle magazines are important for the institutional organization of Russian culture, as they direct their readers’ attention to a broad selection of arts, products and events; strengthen the link between consumers and cultural entrepreneurs and build on a long tradition of print journalism, thereby transmitting the values of reading and literacy to a popular public. Moreover, my analysis shows that, through their multi-platform publication strategy, online magazines (re)organize as aggregates of digital resources helping to manage cultural decision-making in a consumerist setting.