Mediatopics of the Altai media text as a tool for constructing local identity

Abstract

The interrelation of the processes of mediatization and globalization has a direct impact on local identity, unifying values and customs, blurring the boundaries between the identity, traditions and culture of peoples. In this regard, the problem of identification, individualization and localization of ethnic cultures in the media is becoming more acute. The article analyzes scientific sources on the research topic, examines approaches to the formation of identity, analyzes the mechanisms of identification of peoples and cultures. The author considers the cultural code of the territory as one of the markers of local identity, reflecting the value-semantic framework of the location, which sets in motion the identification processes. I acquire a medial shell, the cultural code is translated into media texts united by a common thematic dominant. The media text is considered by the author as a mechanism for the formation of local identity, which is launched in the process of broadcasting a system of regularly reproduced media texts. The media subtopics of Altai media texts are considered as a tool for the formation of the identity of local culture. The empirical basis of the study was the media texts of the Altai Internet media devoted to the cultural sphere of the region. The sample consists of 1,061 media texts for 2021. In the course of the study, three stable media peaks of the Altai media field were identified, reflecting cultural specifics and constructing interest in the cultural code in the minds of media consumers. Basic mediatopics form intertextual connections with each other by crossing fragments of media texts, their variability and compatibility. The consolidation of thematic dominants strengthens the process of local identity formation. Multiple thematic connections enhance the representation of cultural codes, correlating the process of formation of the Altai local identity in the media.