Luisa G. Svitich

The article discusses the basic concepts associated with folk art and folk arts and crafts as an object of mass media. The dynamics (2001–2025) of representation of the concepts “folk art”, “folk crafts” and their types in various types of Russian-language media are analysed basing on the “Integrum” program. A significant increase in attention to folk crafts in recent years has been recorded in connection with the return of society to traditional values associated with the socio-cultural processes of identification among the Russian people. A direct dependence of the activity of the media in the coverage of folk art on the degree of attention to this area of official institutions, as well as on the degree of prevalence and popularity of certain types of folk crafts has been established. An increase in the share of attention to this area of regional publications in comparison with federal ones, a rapid increase in the activity of online publications, especially news aggregators and thematic Internet media, which leads to the priority of news content and poses the problem of strengthening the essay, analytical, problematic potential of journalism, which is able to analyze the difficulties and problems that folk crafts are experiencing today and help in solving them, is clearly visible. In general, the trend of expanding the range of objects of media attention to folk art is positive, but so far it is more quantitative than qualitative, and additional efforts and in-depth research are required in this direction.