Dynamics of Media Presentation of One Literary Phenomenon

The article deals with literary criticism and art-PR treated as one of the key art-segments of the contemporary Russian media space. The relevance of the article is determined by the fact that the past studies of the Russian system of literary criticism as a key instrument for formation of the art discourse in the public sphere were carried out at the beginning of the new century. In this paper, we study the specifics of the dynamics of the communication space, which has been created by a heterogeneous media as the contextual or background for the so-called village prose. The latter one is recognized by literary historians as the most significant literary phenomenon of the second half of the last century. The authors conclude that the obvious change of communicative conditions for the existence of the village prose is connected not only with the changing situation in the media or changing the settings of the readership, but also with the institutional characteristics of this literary phenomenon. The authors have identified a specialized segment of the Russian media space preventing the domination of the PR component, which, in its turn, is programmed by the market dominance, actualizing traditional for the Russian literary criticism journalistic focus on ontological issues, ability to provoke awareness of socially significant events and gestures, and formatting literary discourse of media space. On the other hand, the formed discourse pragmatic aspirations of the modern professional literary criticism and journalistic community provoke the improvement of the status of a reader’s statements about the work of art. The main conclusion concerns the causes and driving forces of the evolution of the media context of any cultural events. These reasons, from the point of view of the authors, are connected with the remarkable characteristics of this phenomenon.