Conservative Journalism as a Type of Niche Conservatism

Abstract

Research methodology. The research used analytical and historical methods, and the methodology basis of the research are theorems of social communications science on mass media typology.

Results. In public spaces, in social environments the most part of media managers and journalists can refrain from innovations, which stochastically dominant in the perception of certain realias by the mass media audience. But, considering the existence of variegated mass media, the powerful factors of uncertainty lead to conclusions, which are based, nevertheless, on market foundations of media industry functioning and on possibilities of management abilities usage on the basis of creative productivity of some journalists, entire journalist teams or editor boards.

Certain characteristics of information environment, unrelated to conservatism, influence the audience, which is oriented on conservative content, and show, that the last one is sensitive to the level of nature uniformity of any content – including news. When analyzing the audience interest in this content, which can be considered as on approximation to conservatism standards, the estimate of level of influence of conservative context requires the acknowledgement of these characteristics and control over these characteristics. We will consider that all of the conclusions we have got through this research, will be consistent with the direction of causativity, which is the very base of the niche conservatism management – and, actually, not vice versa. This suggests that the processes of media management and content conservatism are not substitutes.

Regarding the prospects of the problem research, it can be assumed that, paradox issues will be topical, which will analyze, for example, why mass media with stronger corporative management will show higher level of content conservatism.

Novelty. Within the article, the features of conservative journalism are defined through the prism of understanding of social calibre, value of events on the one hand, and specific of content management in modern social and communicative discource, on the other.

Practical importance. The research results can be used to develop educational measures in the field of media competence and journalist standards.

Key words: culture, conservative journalism, conservatism, niche conservatism, media, content, audience.