| dc.description.abstract | The nature of the mass media functioning in the contemporary culture provides new research
opportunities for a cultural anthropologist: the analysis of the message content indigenisation
process. Drawing on the writings of Arjun Appadurai, the author speaks about indigenisation
and not “localisation”, so as not to associate this phenomenon with a specific spatial location,
but to put the emphasis on the locality as an indispensable element of human life. The
author analyses the process of the “production of locality” under the influence of the mass
media. The audience gives meaning to global content by “reducing” it to a comprehensible,
“familiar” image of the world; thus, this content differs locally. As the result of indigenisation,
the audience share not only the same information but also imagination. The activity of the
audience, which maintains sustained communication interaction with the mass media and
among audience participants, as well as the culture space making it possible to “create
meanings” of approved content, determine the necessity to regularly “sustain” the process
of the “production” of locality, and thus to ensure durability of a specific audience. Thereby,
new phenomena emerge in the culture: the “production” of locality leads to the emergence
of virtual neighbourhoods, and the fan type prevails in the reception of the content of
contemporary mass media messages. | en_EN |
