MOSCOW, January 13, 2010. Russian Public Opinion Research Center (VCIOM) presents the data concerning the attitudes of Russians toward modern mass media.
Most of Russians think that modern mass media is diverse and able to satisfy the highest demand (53%). Those who think so are Russians aged 18-24 and respondents with high level of education (63 and 58% respectively). However, every third Russian is not satisfied with the variety and content of the modern mass media (33%) - most of them are 45-59-year-old Russians and those with elementary education (36% for each).
Asked about the role of mass media, most of Russians answered that mass media should provide important information and instill moral values (48%) - basically 45-59-yewar-old Russians and residents of small cities (52% for each) report so. Thirty-five percent of respondents think that mass media is designed to serve an entertainment function - most of those with this stance are Russians younger than 44 (41-43%), big cities` and metropolitan residents (40-42%).
Most of Russians are confident that new mass media cannot replace the traditional one (55%). Nevertheless, 37% oppose this attitude. Elderly respondents tend to think that new mass media cannot replace the traditional media (64%) while 18-24-year-old Russians have the opposite point of view (55%).
Two-thirds of respondents consider that there will always be those who are ready to pay for quality analytical information and buy good newspapers and magazines (66%). Respondents with such point of view are mainly aged 25-34 and have high level of education (69 and 70% respectively). Every fifth (22%) is confident that free press will, sooner or later, displace commercial press - most of those who think so are 18-24-year-old Russians and those with elementary education (27 and 24% respectively).
The initiative Russian opinion polls were conducted on December 26-27, 2009. 1600 respondents were interviewed at 140 sampling points in 42 regions of Russia. The margin of error does not exceed 3.4 %.
Which of the following statements do you most agree? | ||||||
| Total respondents | Age, years | ||||
18-24 | 25-34 | 35-44 | 45-59 | 60 and above | ||
Modern media is diverse and can satisfy the highest demand | 53 | 63 | 57 | 53 | 52 | 41 |
Modern media is monotonous and not much interesting; it is really hard to find any significant and interesting information | 33 | 29 | 33 | 32 | 36 | 34 |
Hard to tell | 14 | 8 | 10 | 15 | 12 | 25 |
Which of the following statements do you most agree? (close-ended question, one answer) | ||||||
| Total respondents | Age, years | ||||
18-24 | 25-34 | 35-44 | 45-59 | 60 and above | ||
The media provide important information about what happens in Russia andin the world; mass media should instill moral values | 48 | 45 | 46 | 45 | 52 | 48 |
Mass media makes you relax and take a break from work | 35 | 43 | 41 | 41 | 33 | 23 |
Hard to tell | 17 | 12 | 13 | 14 | 15 | 29 |
Which of the following statements do you most agree? (close-ended question, one answer) | ||||||
| Total respondents | Age, years | ||||
18-24 | 25-34 | 35-44 | 45-59 | 60 and above | ||
New mass media cannot completely replace traditional media (newspapers, magazines, TV and radio) | 55 | 41 | 51 | 56 | 57 | 64 |
Sooner or later new media (internet) displace traditional media (newspapers, magazines, TV and radio) | 37 | 55 | 45 | 35 | 34 | 21 |
Hard to tell | 8 | 3 | 4 | 8 | 9 | 15 |
Which of the following statements do you most agree? | ||||||
| Total respondents | Age, years | ||||
18-24 | 25-34 | 35-44 | 45-59 | 60 and above | ||
There will always be those willing to get objective and quality analytical information and ready to pay for buying quality newspapers and magazines | 66 | 62 | 69 | 65 | 67 | 63 |
Sooner or later free newspapers and magazines displace commercial press | 22 | 27 | 23 | 23 | 22 | 17 |
Hard to tell | 12 | 12 | 8 | 11 | 11 | 20 |
Note: Using materials from the site www.wciom.ru or www.wciom.com, as well as distributed by VCIOM, the reference to the source (or hyperlink for the electronic media) is obligatory!