Review: In her article Petrova brings forth current issues related to interpreting space and time under the influence of modern media. According to the author, TV and the Internet contribute to the diffusion of various cultures in the urban environment of modern Russia. This is the point where the traditional and the new, the urban and the rural, the hierarchical and the network collide. Mass media cause drastic changes in the temporality and spatiality of the modern rural life. Reconstruction of the space-time system and new perception of these most important basic categories play a principal role in transformation processes of the modern Russia's rural cultural life. The article is based on the empirical research conducted in rural territories of Russia (Rostov and Kostroma Regions). Data was collected using the methods of the in-depth interview (based on the guide) and observation (the author filled in the so-called observer's diary and included photos there). The author of the article notes that mass media create public spaces in private spheres. This leads to the alienation of the perception of rural territories and households. In her article Petrova also offers her own term to describe the media time. Taking into account peculiarities of the virtual time that brings in a special meaning into media practices, the author describes this time as 'reversible', i.e. the time that might change its direction. Media practices used by respondents tend to evolve around a single core which can be seen both in the material world and articulated meanings. In her article Petrova attempts to understand this phenomenon from the point of view of the sacral.

Keywords: media, everyday life, urban culture, TV broadcast, Internet, media consumption, space, temporality, network culture, hierarchic culture

References:
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Bondarenko L. V. Sel'skaya Rossiya v nachale XXI veka // Sotsis. 2005. ¹ 11. S. 69–77-Rezhim dostupa: http://www.ecsocman.hse.ru (data obrashcheniya 30.09.2015).
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Volkova T. V. «Privatnaya sfera doma kak kul'turnyy fenomen» // Vestnik slavyanskiy kul'tur. 2013, ¹3. S. 12-18.
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Golovakha E.I., Kronik A.A. «Psikhologicheskoe vremya lichnosti» // Kiev: Institut filosofii Ukrainskoy SSR, 1984.
Chernykh A.I. «Media i ritualy». // M.; SPb.: TsGI «Gnozis», 2015
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Zenkin S.N. «Nebozhestvennoe sakral'noe». // M.: Rossiyskiy gosudarstvennyy gumanitarnyy universitet, 2014.
Kastel's M, Kiseleva E. «Rossiya i setevoe obshchestvo (analiticheskoe issledovanie). // Mir Rossii. Sotsiologiya. Etnologiya. 2000, ¹1.
Davydov S.G., Logunova O.S., Petrova E. Features of internet consumption in Russian rural settlements // Journal of Print and Media Technology Research. 2014. Vol. 3. No. 2. P. 85-93.
Val'kovskiy S. Volovich M., Kudryavtseva L., Roshchupkin K. «Kachestvo poiska i poiskovye sistemy v Runete. Analiticheskiy obzor, 2014 – I kvartal 2015 goda»-[Elektronnyy resurs] – 2014 –-Rezhim dostupa: http://www.ashmanov.com/misc/file/arc/pir/ashmanov-analyzethis-2014.pdf (data obrashcheniya 1.12.2015).
Vorob'eva E.N, Kazaryan K.R., Plugotarenko «Internet v Rossii: sostoyanie, tendentsii i perspektivy razvitiya» // Analiticheskaya sluzhba Rossiyskoy assotsiatsii elektronnykh kommunikatsiy-2014-» [Elektronnyy resurs] – 2014 – Rezhim dostupa: http://2014.russianinternetforum.ru/upload/runet-today--rif2014.pdf (data obrashcheniya 1.12.2015).
Goncharov S., Volkov D. «Rossiyskiy media-landshaft: televidenie, pressa, internet». – Levada-tsentr. – Rezhim dostupa: http://www.levada.ru/sites/levadaperortmedia.pdf (data obrashcheniya 10.10.2015).

References (transliteration):
Federal'naya sluzhba gosudarstvennoy statistiki «Demokraficheskiy ezhegodnik Rossii – 2014»-[Elektronnyy resurs] – 2014 – Rezhim dostupa: http://www.gks.ru/bgd/regl/B14_16/Main.htm (data obrashcheniya 29.11.2015)
Nefedova T. «Prostranstvennye kontrasty sel'skoy mestnosti» // «Otechestvennye zapiski» , 2012, ¹6. – [Elektronnyy resurs] – 2012-Rezhim dostupa: http://www.strana-oz.ru/2012/6/prostranstvennye-kontrasty-selskoy-mestnosti (28.08.2014).
Bondarenko L. V. Rossiyskoe selo v zerkale sotsiologii // Ekonomika sel'skokhozyaystvennykh i pererabatyvayushchikh predpriyatiy, ¹ 2, 2010. – S. 15-19.
Bondarenko L. V. Sel'skaya Rossiya v nachale XXI veka // Sotsis. 2005. ¹ 11. S. 69–77-Rezhim dostupa: http://www.ecsocman.hse.ru (data obrashcheniya 30.09.2015).
Kiriya I. V., Novikova A. A. «Nedourbanizirovannaya identichnost': komparativnyy analiz mediapotrebleniya sel'skikh zhiteley Kostromskoy i Rostovskoy oblastey» [Elektronnyy resurs] – 2014 – Rezhim dostupa: http://regconf.hse.ru/uploads/788138c5fe536bc379ea587e8d533a92668ea95e.docx (data obrashcheniya 18.05.2014).
Nefedova T.G. «Ugorskoe «poselenie»-rastyazhenie i szhatie osvoennogo prostranstva-Rezhim dostupa: http://www.ugory.ru (data obrashcheniya 23.11.2015).
Frolov A.V. «Fenomenologicheskaya teoriya intersub'ektivnosti kak metodologicheskaya osnova issledovaniya gorodskogo prostranstva.-Rezhim dostupa: http://www.iph.ras.ru/page52532624 (data obrashcheniya 22.11.2015).
Volkova T. V. «Privatnaya sfera doma kak kul'turnyy fenomen» // Vestnik slavyanskiy kul'tur. 2013, ¹3. S. 12-18.
Dunas D.V. «K antropologicheskoy teorii rassmotreniya mediakommunikatsiy» // «Mediaskop». 2009, ¹4. – [Elektronnyy resurs] – 2009 – Rezhim dostupa: http://www.mediascope.ru/old/node/481 (data obrashcheniya 21.09.2015)
Khoruzhiy S.S. «Vremya kak vremya cheloveka: temporal'nost' v prizme sinergiynoy antropologii» (soobshchenie na rasshirennom zasedanii Moskovsko-peterburgskogo filosofskogo kluba, 7 fevralya 2009 goda).-[Elektronnyy resurs] – 2009 – Rezhim dostupa: http://www synergia-isa.ru/wp-content/uploads/2009/02/hor_time.doc (data obrashcheniya 01.10.2015)
Golovakha E.I., Kronik A.A. «Psikhologicheskoe vremya lichnosti» // Kiev: Institut filosofii Ukrainskoy SSR, 1984.
Chernykh A.I. «Media i ritualy». // M.; SPb.: TsGI «Gnozis», 2015
Savenkova E.V. «Vremya v massovom soznanii» // Mediafilosofiya: osnovnye problemy i ponyatiya / pod red. V.V. Savchuka. – SPb. S.-Peterb. filos. o-vo, 2008. – S. 151-164.
Zenkin S.N. «Nebozhestvennoe sakral'noe». // M.: Rossiyskiy gosudarstvennyy gumanitarnyy universitet, 2014.
Kastel's M, Kiseleva E. «Rossiya i setevoe obshchestvo (analiticheskoe issledovanie). // Mir Rossii. Sotsiologiya. Etnologiya. 2000, ¹1.
Davydov S.G., Logunova O.S., Petrova E. Features of internet consumption in Russian rural settlements // Journal of Print and Media Technology Research. 2014. Vol. 3. No. 2. P. 85-93.
Val'kovskiy S. Volovich M., Kudryavtseva L., Roshchupkin K. «Kachestvo poiska i poiskovye sistemy v Runete. Analiticheskiy obzor, 2014 – I kvartal 2015 goda»-[Elektronnyy resurs] – 2014 –-Rezhim dostupa: http://www.ashmanov.com/misc/file/arc/pir/ashmanov-analyzethis-2014.pdf (data obrashcheniya 1.12.2015).
Vorob'eva E.N, Kazaryan K.R., Plugotarenko «Internet v Rossii: sostoyanie, tendentsii i perspektivy razvitiya» // Analiticheskaya sluzhba Rossiyskoy assotsiatsii elektronnykh kommunikatsiy-2014-» [Elektronnyy resurs] – 2014 – Rezhim dostupa: http://2014.russianinternetforum.ru/upload/runet-today--rif2014.pdf (data obrashcheniya 1.12.2015).
Goncharov S., Volkov D. «Rossiyskiy media-landshaft: televidenie, pressa, internet». – Levada-tsentr. – Rezhim dostupa: http://www.levada.ru/sites/levadaperortmedia.pdf (data obrashcheniya 10.10.2015).