The destruction of free media, along with the marginalization of serious political analysis, was carried out by the authorities rather systematically. The start of this completely deliberate, active policy was the
closure of NTV, the newspaper
Segodnya and the magazine
Itogi at the very beginning of Putin’s tenure.
It was the reluctance to go to the barricades, bring back dissident rhetoric and come to terms with its own vulnerability that stopped society from immediately and radically reacting to these illegal moves. It was much easier to call the conflict around NTV a dispute between economic actors, a business squabble to stay out of. Oddly enough, this allowed some to maintain a sense of agency and independence, the feeling that this was not “they did something to us,” but rather purely business, nothing personal.
The authorities’ depoliticization efforts were quite successful. The demand for quality journalism and serious political analysis was quite strong in society at one point, but then Russian people began to prefer the yellow press and entertainment shows. When a TV channel disloyal to the regime is closed and no one sees this as an encroachment on the institution of freedom of speech and independent journalism, then why not switch to [the game show]
KVN?
Social history is always a combination of many factors, and often we cannot say which of them is the most significant. But we can record them. In particular, by the 2000s the nature of the media had changed greatly compared to the late Soviet era and early post-Soviet years.
It is likely the case that the reputation and moral authority of perestroika-era Russian journalism organically emerged from the general atmosphere of that time, from the demand for freedom and truth. Liberal publications, like
Novy Mir,
Ogonyok, the TV program
Vzglyad, reached a very wide audience and found themselves in the mainstream.
For various reasons, however, they were unable to keep their attention. This happened even before the regime began to bump them off.