Cultural Experts and Communicative Capitalism: Transformation of Communicative Practices

VLADISLAV DEKALOV, GRIGORYEVA KRISTINA & USKOVA DINA
Saint Petersburg State University, Russia

Abstract
This paper, attempted to answer, how, in the age of totalizing mediated communication, the role of a cultural expert (i.e. a person with knowledge and competence for interpreting the cultural phenomena encountered by a non-reflexive person in everyday life) is transformed. Terms ‘communicative capitalism’ and ‘digital labour’ were used in this study. Through analyzing the communicative behavior of three Russian cultural experts (spe-cializing in fashion, cinematography, and music) on their Instagram and Facebook pages authors identified typical linguistic and extra-linguistic practices of attracting and enclosing of Internet audience attention, multiplying of their communicative capital and monetizing it.

Keywords: communicative capitalism, digital labour, symbolic capital, postmodern culture, social networks

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Vladislav Dekalov is a postgraduate student at the Department of PR in Business, School of Journalism and Mass Communication, Saint Petersburg State University, Russia. His research focused on processes of a society digital transformation and new communicative practices appear as a result.
Grigoryeva Kristina is a postgraduate student at the Department of TV and Radio Journalism, School of Journalism and Mass Communication, Saint Petersburg State University, Russia. Her research focused on the representation of the concept “fashion” in modern media.
Uskova Dina is a postgraduate student at the Department of Journalism Theory, School Journalism and Mass Communication, Saint Petersburg State University, Russia. She analyzes musical criticism in her scientific works.