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Cover -- Endorsement -- Half Title -- Series Information -- Title Page -- Copyright Page -- Table of Contents -- Figures -- Tables -- Contributors -- Acknowledgements -- 1 Introduction -- Genesis of the Book Idea -- Russia in Change in the 21st Century: Identity, Culture, Audiences and Journalism -- Generational Identity and Culture -- Audiences -- Russian Mass Media and Journalism -- Outline of the Book -- Note On Case Selection and Limitations of the Study -- References -- Part I Shaping Content and Perception -- 2 Word Associations as a Source of Internet-Discourse Development -- Introduction -- Methods and Materials -- Results and Discussions -- Conclusions -- References -- 3 Perception of Thematic Multimedia Storytelling By the Digital Media Generation -- Introduction -- State of the Art Literature Overview -- Research Basis -- Research Methodology -- Research Results -- Findings and Conclusion -- References -- Part II Culture, Politics and Society in Local Journalism -- 4 Axiological Culture of a Journalist -- Introduction -- Methods and Approach -- Axiology as a Part of Regional Media Strategy -- Value Preferences in Journalist's Activities -- Spiritual and Moral Markers of Journalistic Culture -- Money and Rating as Social Value -- Conclusion -- References -- 5 Journalist at the Verge of Generations: Intergenerational Differences and Media Presentation Styles -- Introduction -- Purpose, Objectives, Methods and Sample -- Generalisation -- Conclusion -- References -- 6 Periodical Press of the Orenburg Region and Power -- Introduction -- Method and Approach -- Printed Periodicals of the Orenburg Region in the Context of the Transformation of the Media System -- Regional Press Today: Deontological and Axiological Aspects -- Regional Press From the Standpoint of Deontology of Journalism.

The media audience builds relationships with the outside world, focusing on content, which, in fact,is an interpretation of reality. Media reality is constructed as a result of the selection of facts, the modelingof meanings and forms of information delivery. The concept of "moral panic" is increasingly usedby the media to model the political agenda of Russia and the West. Based on the analysis of 80 mediamaterials (40 Russian and foreign), the application of the concept in the formation of an actual politicalmedia reality is explored. The results of the work testify to the active implementation at the present timeof the concept of "moral panic" both in Russia and in the West. This can be identified by the collectivememory of the peoples of the countries surveyed as a new level of dissociation in the post-Soviet period,while political influence groups use constructed fears to distract the attention of the population fromunfavorable socio-economic conditions and to make unpopular management decisions.

In this paper, the concept of studying the specifics of digital communication between the older (analogue) and younger (digital) generations in Russia is proposed. The process of communication opens up the possibility of a perception of communicative and cultural memory by the digital generation, which is in the process of socialization and awareness of cultural identity. We suggest methodological development and the testing of research methods into the transformation of communicative and cultural memory and ways of its transmission from the analogue to the digital generation of Russians. The proposed scientific and practical concept assumes the development of three basic directions. The first is related to the study of the general process of transformation of syncretic communicative and cultural memory in the digital environment. The second involves the study and modelling of media texts. Addressing the strategies of organizing multimedia narration and linguistic and statistical peculiarities of big data makes it possible to identify the language and conceptual markers of communicative and cultural memory in the texts of two different generations. Finally, the third one is related to the identification of the specifics of media consumption by generations, which implies the actualization of the transformation of journalistic competencies to work in the modern digital environment. These directions are developed using several approaches and methods: social-communication, cognitive, structural-semiotic, sociocultural, and linguistic. Such an interdisciplinary approach is necessary for the comprehensive study of intergenerational transmission of communicative and cultural memory.