stepsШаги/StepsShagi / Steps2412-94102782-1765The Russian Presidential Academy of National Economy and Public AdministrationPQFKBOsteps-1109Research ArticleКОНСТРУИРОВАНИЕ «ДРУГОГО» В МЕДИАTechnological otherness in mediatization of religion: The example of the Foma projectTechnological otherness in mediatization of religion: The example of the Foma projecthttps://orcid.org/0000-0002-7959-4934DushakovaI. S.DushakovaI. S.

Ирина Сергеевна Душакова, кандидат филологических наук cтарший научный сотрудник, Центр научного проектирования, Управление по научной работе

125047, Москва, Миусская пл., д. 6

Irina Sergeevna Dushakova, Сand. Sci. (Philology) Senior Researcher, Centre for Academic Research and Design, Department of Academic Activities

125047, Moscow, Miusskaya Sq., 6

dusacova@gmail.comРоссийский государственный гуманитарный университетРоссияRussian State University for the HumanitiesRussian Federation202521122025114180204Copyright © Dushakova I.S., 20252025Dushakova I.S.Dushakova I.S.This work is licensed under a Creative Commons Attribution 4.0 License.https://steps.ranepa.ru/jour/article/view/1109

На примере проекта «Фома», действующего по благословению Русской православной церкви, но финансируемого светскими источниками, в статье рассматривается работа религиозного медиапроекта с фрагментацией аудитории, характерной для всего современного медиапространства. Автор выдвигает гипотезу о том, что разнообразие современных технологий, позволяющих доставлять информацию с высокой степенью персонализации, приводит к появлению нового типа инаковости – технологической: вместо представления «другого» в самом контенте современные разветвленные медиапроекты могут разделять информацию и доставлять разные ее части соответствующим сегментам аудитории. Опираясь на идеи глубокой медиатизации, новой материальности и материально-дискурсивного узла, автор предпринимает попытку выявить, как именно в мультиплатформенных медиапроектах работает связка материальности, контента и паттернов медиапотребления в этом переключении с инаковости в контенте на технологическую инаковость. Для проверки гипотезы автор анализирует платформы, на которых представлен проект «Фома», и форматы, с которыми он работает. Этот анализ дополнен материалами интервью с создателями и лидерами проекта, которые раскрывают их представление о медиапотреблении у аудитории проекта и как представление о медиапотреблении влияет на формирование повестки, выбор формата производимого контента и способов его доставки аудитории. По результатам исследования можно сделать вывод о том, что гипотеза подтверждается частично, а дальнейшая разработка предлагаемой идеи требует работы с более тонкой системой различений, в частности, в отношении того, какая часть материальности играет ведущую роль в формировании технологической инаковости. Анализ же выбранного проекта показывает, что разветвленная сеть доставки разнообразного контента не только не работает на формирование нового типа инаковости, но, напротив, является стратегией ее преодоления.

Using the example of the Foma project, which operates with the blessing of the Russian Orthodox Church but is financed by secular sources, the article examines the work of a religious media project with audience fragmentation, which is characteristic of the entire contemporary media ecosystem. The author puts forward the hypothesis that the diversity of modern technologies that allow for delivery of information with a high degree of personalization leads to the emergence of a new type of otherness – a technological one: instead of presenting the «other» in the content itself, modern multi-platformed media projects can divide information and deliver different parts of it to the corresponding segments of the audience. Using as a base the ideas of deep mediatization, new materiality and the discourse-material knot, the author attempts to identify how exactly the link between materiality, content and patterns of media consumption works in multi-platform media projects in this shift from otherness in content to technological otherness. To test the hypothesis, the author analyzes the platforms on which the Foma project is presented and the formats with which it works. This analysis is supplemented by interviews with the creators and leaders of the project, which reveal their understanding of media consumption among the project audience and how the understanding of media consumption influences the formation of the agenda, the choice of the format of the produced content and the methods of its delivery to the audience. Based on the results of the study, it can be concluded that the hypothesis is partially confirmed, and further development of the proposed idea requires work with a more subtle system of distinctions, in particular, with respect to what part of materiality plays a leading role in the formation of technological otherness. Analysis of the selected project shows that the ramified network of delivery of diverse content not only does not work to form a new type of otherness, but, on the contrary, is a strategy for overcoming it.

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The authors declare that there are no conflicts of interest present.