The article explores the strategies of cultural production, transmission and consumption of popular culture within media convergence. I analyse internet-communities’ discussions of the Russian reality TV show ‘Dom-2’ to reveal the transformation of the ‘traditional’ distinction between producers, celebrities and audiences. I argue that the media convergence that questions the border between formats, genres and communication systems does not actually erase those boundaries, but rather creates new ones, while the consumer practices adopt new forms.

Language of contribution: Russian

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