Practices of mediatization of consumption in modern russian-language YouTube

Abstract

Using the concept of “practice of mediatization of consumption”, the article analyzes trends in the transformation of consumption in the digital era. The concept of "mediatization of consumption" is compared with the virtualization and commercialization of consumption. The practices of mediatization of consumption are highlighted on the basis of a qualitative analysis of the blogosphere of modern Russian-speaking YouTube and classified in accordance with the basic model of the cycle of individual consumption by R. Blackwell, P. Miniard, J. Angel. Conclusion made on the scale of the spread of media consumption practices and the significant involvement of YouTube users in them. Using examples of specific YouTube channels and video content with a consumer theme, it is shown that by now YouTube has formed and offers users a media environment for implementing a closed cycle of consumption - from the stage of recognizing a product to its public consumption and getting rid of it. It is stated that the widespread occurrence of the phenomenon of mediatization of consumption has created a new context for many Internet users. The peculiarities of this new context are the shifting of the traditional boundaries of privacy, the expansion of the audience watching consumption to an indefinite set. The most important aspect of the phenomenon of mediatized consumption is the possibility of its conversion into financial resources, that is, in essence - the commercialization of consumption.