Territorial asymmetry of the Russian-speaking blogosphere

    He analyzed the territorial origin of the most popular Runet bloggers according to Top Yandex and got the following picture. Muscovites occupy 67% (134 bloggers) in the Top-200. In second place is Peter, then Kiev.


    The asymmetry of the Russian-speaking blogosphere largely repeats the asymmetry of Russia / the post-Soviet space in many other areas (for example, among the deputies of the State Duma of the last convocation, the share of Muscovites is about 50 %, but there is another bias - St. Petersburg 40%). On the one hand, many of the top bloggers are hired bloggers working for PR agencies / writers, blogging as a complement to the main work, working in Moscow.

    On the other hand, it plays a scale effect when even a super-popular local blogger fails to beat the average Muscovite or St. Petersburg simply because of the inability to recruit a large enough number of interested users.

    It is worth noting that according to the latest Spylog data , Moscow is already concentrating a significantly smaller share of Russian-speaking users compared to previous years. If earlier the share of the capital exceeded half, then in October its share amounted to about 35.5% (and continues to decline). Despite the fact that the population of Moscow is 7.4% of the total population of Russia and 6.4% of the total Russian-speaking population (This means the figure of 167 million people according to Elena Yatsenko ).

    It can be assumed that the reason for this asymmetry is the established structure of the Russian media space. People are used to watching news on federal (read, Moscow) TV channels (a slightly different situation is with radio and newspapers, where the local factor plays a more important role). But the analogy with TV suggests itself. Non-metropolitan residents also bring their habits of sensationalism, humorous sketches to the blogosphere, where they subscribe to popular bloggers with a Moscow residence permit.

    Of course, such factors as the history of the development of broadband plays an important - if in Moscow massBroadband came in 2002-2003, then in large cities two years later. Due to such a lag, blogging (mainly LiveJournal) communities with their celebrities have formed in Moscow (it is worth noting that in the TOP 200 there are not so many “Runet classics” - they can be counted on the fingers: Topic, Norwegian Lesnoy, Exler, Kaganov and a couple of others) and their hierarchy of authorities. Later, these structures were projected onto the common Russian landscape.

    It seems logical that as the share of Muscovites in the overall audience of the Russian-speaking Internet decreases, the share of bloggers decreases. However, given that the observed trend to maintain center-peripheral differences will constantly maintain a mismatch in the share of the population, the share in the Internet audience, and the share among the most popular bloggers.

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