Issue

Content:

• Advertising and Public Relations

  «Listen to the infor- mation”: on the history of the development of advertising in the 1936–1948 on the Kirov region radio»

  In the article, the author addresses the issue of embedding advertising processes into regional radio, which was gaining momentum in the first half of the twentieth century. The object of the study was Kirov radio from the period 1936–1948, and the subject of study was regional radio advertising. The work used a systemic approach, descriptive and comparative methods of research. Analysis of archival documents of the Kirov State Television and Broadcasting Company “Vyatka” (GTKR “Vyatka”) confirmed the hypothesis about the attention of governing bodies to advertising activities as an important component of financial income sources for media editorial offices, helped identify major advertisers of the 1930s. Content analysis of discovered advertising materials revealed forms, genres, thematic and stylistic orientation of advertising information. The method of oral history (memories recorded by the author from veterans of Kirov radio) made it possible to present a more complete picture of past events. The conducted research showed that during the period under review, advertising was an integral part of the regional radio broadcasting system and was characterized by genre differences. The genre of advertising announcement, as the most common form of direct advertising on Kirov radio, included ordinary announcements and departmental information, as well as advertising announcements whose signs and stylistic features are close to modern advertising. Although the word “advertisement” was not used on Kirov radio, and only the announcer’s voice voiced the advertising text, advertisers carried out their advertising campaigns here, including with the involvement of other available mass media of that time (newspapers).
  Keywords: Kirov advertising on radio, advertising announcement, advertising information
  DOI: 10.55959/msu.vestnik.journ.3.2025.327
  Vadim A. Timshin 3

• «Advertising discourse of traditional banks and neobanks for business: a socio-semiotic perspective»

  The article explores the advertising discourse of traditional banks and neobanks within the context of business communication, using a semiotic analytical framework. The study addresses the impact of digital transformation on the financial sector and responds to the lack of research on multimodal communication in the business-to-business (B2B) segment. The research aims to identify how banks employ semiotic codes and to examine differences in their communication strategies. The analysis draws on landing pages from six traditional and six digital banks, covering both Russian and international examples. The findings reveal that traditional banks primarily emphasize concepts such as “reliability” and “success”, whereas neobanks focus on “comfort” and “simplicity”. The results highlight the role of positively connoted language and visual elements in shaping an appealing bank image. The study contributes to the understanding of multimodal communication in the financial sector, offering insights into the evolving strategies of banks.
  Keywords: multimodal text, socio-semiotic analysis, landing pages, concepts, verbal and non-verbal signs, banking advertising discourse, B2B
  DOI: 10.55959/msu.vestnik.journ.3.2025.2856
  Yaroslav V. Sidorenko 28
• History of Journalism

  «From the cohort of the first: Sergey Sredinsky»

  In the article, for the first time in the literature, the author has carried out a comprehensive analysis of the creative path of Sergei Nikolaevich Sredinsky, one of the prominent representatives of the first generation of teachers and researchers of journalism in the USSR. His name is rarely found on the pages of works, he is remembered as the author of the first Soviet textbook on journalism, St. Petersburg historians recognize him as the initiator of the creation of the Union of Journalists in Petrograd, but there is no complete biography of Sredinsky, the dates and places of his birth and death are still unknown. The author of the article attempted to present in the article the results of his biographical and substantive research, in which he used open sources and archival documents: he used materials from the State Archive of the Russian Federation (Moscow), the Russian State Archive of Socio-Political History (Moscow), the Russian State Archive of Literature and Art (Moscow), the Central State Archive of Literature and Art (St. Petersburg) and the fund of the Book Museum of the Russian State Library (Moscow). The author has restored three main stages of Sredinsky’s creative biography: Petrograd (1918–1922), Moscow (1922–1928), and post-Moscow (1928–1949). A review analysis of the main publications and speeches, some of which have never been replicated, has been conducted. The contribution of Sredinsky to the development of journalism, science (newspaper studies, book studies, design), branch pedagogy and other fields was noted. It is shown that as the author of significant newspaper texts, he underwent an evolution from educational publications (textbooks for educational activities in those institutes of training journalists in which he worked) to scientific articles and a large-scale monograph (“The Face of the Newspaper”, 1926).
  Keywords: Sergey Nikolaevich Sredinsky, newspaper studies, design, journalism education, “Face of the Newspaper”, Institute of Journalism, Union of Soviet Journalists
  DOI: 10.55959/msu.vestnik.journ.3.2025.5783
  Irina A. Fateeva 57

• «Emile Zola in G. F. Panteleev›s edition “Collected Works of Selected Foreign Writers Translated into Russian” (1894–1906)»

  The article delves into the censorship history of G. F. Panteleev’s “The Collection of Chosen Foreign Writers with Russian Translation” periodical, which has remained unexplored by researchers until now. We examine its typological characteristics and its place within the socio-cultural context of the development of Russian periodicals. Beyond its scientific value, the periodical clearly demonstrates the transformation of the literary magazine format during the late 19th century. Notably, “The Collection…” played a significant role in popularizing Zola’s novel “Germinal” among Russian readers. Panteleev published works by the French novelist multiple times, but it was the story of Montsou’s miners’ fight for their rights that led to active censorship interference in the publication of “The Collection of Selected Works…” The article reconstructs the “Germinal” publication history in Russia, including details about its early abridged translations in periodicals such as “Nablyudatel,” “Knizhki “Nedeli,” and “Izashchnaya Literatura.” Additionally, it provides reviews of various censorship precedents related to other works by Zola, including “The Earth,” “The Truth,” “Paris,” and “For a Night of Love.”
  Keywords: Russian journalism, 19th century, Zola, “Germinal”, censorship history
  DOI: 10.55959/msu.vestnik.journ.3.2025.84102
  Anastasia M. Lebesheva 84
• Discussion

  «Theoretical approaches to manipulative communications: psychological and behavioral bases of the spread of fake news»

  Fake news has become a significant form of manipulative content, rapidly spreading with the rise of digital communications. By bypassing rational perception filters, fake news exerts a destructive influence on individual and societal behavior. While much attention is given to the negative consequences of fake news, the technologies behind its creation remain underexplored. This article addresses this gap by hypothesizing that the technologies used to create advertisements and fake news share similar foundations. The hypothesis is supported through a theoretical analysis of the historical development of scientific knowledge that has shaped the evolution of techniques in advertising and manipulative content production. These developments include contributions from cognitive science, narrative theory, semiotics, neuroscience, digital technologies, and behavioral economics. Key theoretical approaches and practical methods applicable to the creation of fake news are identified in each field. Offering a framework for categorizing methods of fake news production based on audience engagement and the prioritization of persuasive strategies.
  Keywords: digital communications, manipulative content, fake news, advertising technologies
  DOI: 10.55959/msu.vestnik.journ.3.2025.103127
  Boris A. Tkhorikov, Olga S. Osadchaya 103