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Russian-Language Radio and TV in Latvia: Audiences and Content

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Russian-Language Radio and TV in Latvia: Audiences and Content BALTIC SCREEN MEDIA REVIEW 2016 / VOLUME 4 / ARTICLE Article ‘All the Necessary Information is Provided by Russia’s Channels’. Russian-language Radio and TV in Latvia: Audiences and Content ANDA ROZUKALNE, Riga Stradiņš University, Latvia; email: [email protected] 106 DOI: 10.1515/bsmr-2017-0006 BALTIC SCREEN MEDIA REVIEW 2016 / VOLUME 4 / ARTICLE ABSTRACT After the Maidan events in Kiev and the annexation of Crimea in March 2014, discussions in Latvia expanded regarding the extent to which the Russian-speaking population in Latvia, whose daily information is obtained mainly from Russia’s TV channels, can get well-balanced and objective information. Opinion polls showed that a large proportion (41%) of the non-Latvians supported the annexation of Crimea and Russia’s President Vladimir Putin’s policy (SKDS 2014a). The aim of this article is to analyse the structure of the audiovisual media in the Russian language and media usage habits of the Russian- speaking audience using secondary and primary data. And thereby assess whether diversified information is available in the Russian language to this societal group. The research results show that the Russian-speaking population in Latvia does not feel a need for additional information channels, because they believe that the variety of information obtained from Russia’s TV and radio channels is sufficient. INTRODUCTION gramming from other countries to enter the Russian-language media is a natural part media market. The first to be registered was of the media system in Latvia. After the Baltic Channel Ltd in 2002. This is a trans- restoration of independence, it experienced frontier television company that rebroad- a boom and many new newspapers, TV and casts several Russian TV channels. As of radio stations were established. Histori- 2007, the company is owned by the Baltic cally, all non-Latvians speak Russian in Media Alliance (BMA), which is one of the their families and everyday life, and the most influential media companies in the Russian-language media in Latvia offers Baltic states (Springe et al. 2012). comprehensive and relevant content in The public broadcasters – Latvian Tele- their native language (Zagorovska, Šudņevs vision and Latvian Radio – develop content 2005). Russian-language media in Latvia for targeting the ethnic minorities; however, also forms public opinion and has the abil- they only reach a small part of non-Latvian ity to influence the political processes in audience. The media usage trends among Latvia. ethnic minorities show that the Russian- In the early 21st century, the structure speaking inhabitants of Latvia prefer Rus- of the audiovisual media in Latvia changed sian TV and radio channels to the content due to an increase in the number of media created by the Latvian media. channels. Technological developments Reactions to the geopolitical events allowed the operators that offer TV pro- in neighbouring countries and concerns 107 BALTIC SCREEN MEDIA REVIEW 2016 / VOLUME 4 / ARTICLE about possible Russian aggression toward LITERATURE REVIEW: DISCUSS- the Baltic states have made the Russian- ING THE MINORITY MEDIA AND speaking audience and the information ROLE OF PUBLIC directed at them a hot topic in Latvian SERVICE MEDIA (PSM) media and political circles. According to the The normative view associates minority politicians, media consumption is linked media (McQuail 2005, Cola et al. 2015) with to the society’s internal and external secu- the content diversity that is essential for a rity questions. In order to reach out to the media system. Specifically, the existence of Russian-speaking people in Latvia, several ethnic minority media in a democratic soci- media policies and projects have been cre- ety has always been based on at least two ated. The responsibility for involving the important aspects: the availability of media Russian-speaking audience was handed content in minority languages and the to the public broadcasters, which received preservation of the culture of the minorities. additional funding in order to create con- Considering ethnic minorities, researchers tent for the Russian-speaking audience. emphasise the following aspects: changes Primary and secondary data are used in a society resulting from migration, as a basis for the study reflected in this the coverage of ethnic minorities in the article. The share of the ethnic minority mainstream media, opportunities to cre- audience in Latvia is measured using statis- ate media for ethnic minorities and media tical and audiovisual media audience data. usage habits (Cola et al. 2015, Jõesaar To analyse the media content and inter- et al. 2013). Minority media usually try to pret the secondary data, semi-structured fulfil two objectives: firstly, to promote the qualitative interviews with the managers of sense of belonging of other nationalities, the audiovisual media in Latvia were con- and secondly, to unite the representatives ducted, and the content analysis of news of one particular minority. The develop- and current affair programmes of the public ment of discussions and studies focused media channel LR4 was examined. on minority media and audiences is one of the reasons why, instead of a united public The study asks, sphere (Habermas 1989), separate public 1) What kind of audiovisual media sphericules can be seen in a democratic content does the Russian- society (Gitlin 1998). speaking population in Latvia Public media represents both an consume and how do they imagined unity (Stankiewicz 2014) of the evaluate it? population living in a single nation-state 2) What characterises the content and the pluralism of the audience. The of the news and current affairs special attention and additional funding for on the public radio station LR4 in the media directed at minorities are usu- the Russian language? ally associated with the responsibility for the public service media reaching all parts Being aware of the fact that a large part of of the society. The unique duties of PSM the ethnic minorities in Latvia (Russians, are broadly discussed based on the public Belarussians, Ukrainians, Jews etc.) receive value theory (Benington, Moore 2011; Bei- their daily information from Russian TV tika 2015; Dimants 2016). channels, the aim of the article is to analyse Taking into account the fact that the the habits of media usage and media per- market-based media system cannot reflect ception of the Russian-speaking popula- all the existing economic and cultural inter- tion, and the role of the public broadcasters est groups of a society (Curran 1997, Cola et in the context of the media policy decisions al. 2015) and that economic conditions limit related to the minority audiences. the media’s non-economic functions (Hallin 2008), the European Union-wide media pol- icy defines the duties of the public media to 108 BALTIC SCREEN MEDIA REVIEW 2016 / VOLUME 4 / ARTICLE reach all parts of the society and to ensure After the restoration of Latvia’s inde- content in the languages of ethnic minori- pendence, the issues related to the largest ties (Council of Europe 2007). Since 2000, ethno-linguistic groups were not resolved the strategy that supports cultural diversity successfully (Ņikišins et al. 2014). Knowing has dominated EU public media policy. This that 38% of the population in Latvia are approach replaced earlier strategies that non-Latvians (Central Statistical Bureau ensured the integration of ethnic minorities 2015), and that Russian TV channels satu- (1960s–1970s), and programmes related to rated with the Kremlin’s propaganda are the idea of multiculturalism (1980s–1990s) very popular in Latvia, the political debate (Cola et al. 2015). related to Latvian media increasingly deals According to the data from a number of with the partitioning of the information EU countries, the large investments made in space (Ozoliņa, Rostoks 2014) and the creating public media products addressed term ‘two information spaces’ has been to ethnic minorities to cover different varie- used. This represents a situation where ties of diversity ‘nevertheless show only low the audiences, which are split by language, levels of success’ (Cola et al. 2015: 87). In receive their daily information from dif- other EU countries, ethnic minorities prefer ferent sources, thereby not only receiving international channels for everyday infor- asymmetric content, but also perceiving the mation retrieval, because the information in events in the world and Latvia differently. the public media does not reflect their inter- The hybrid war implemented by Russia and ests; moreover – representatives of ethnic the aggressive information campaigns on minorities are stereotyped in media, there the TV channels caused a reassessment of is a lack of the presentation of minority cul- the impact of the neighbour’s information tures in different genres (Cola et al. 2015). on the polarised Latvian society (NEPLP In Latvia and Estonia, ethnic minorities 2015a). comprise more than 30% of the popula- The content devoted to ethnic minori- tion. The ethnic structure and language of ties and minority languages in small coun- the minorities have helped a diverse media tries and small media markets create a group targeted at the Russian-speaking small niche (Jõesaar et al. 2013), but the audience to develop. Russian-language smaller size of an audience always means media is a part of the media system in smaller investment in content and lower Latvia, which was formed based on the value (Riggins 1992, Napoli 2003). Commer- neoliberal principles
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